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Glenn’s Donuts — Logo Concept
Context Logo concept developed for a donut-focused bakery as an initial exploration of brand identity.
Scope The project progressed to the logo stage only. A full brand system was not developed or implemented.
Challenge Creating a clear, recognizable mark that could serve as a strong foundation for future brand development.
Approach The logo was designed with scalability, clarity, and long-term usability in mind, allowing it to function across potential physical and digital touchpoints if expanded into a full identity system.
Status This logo concept was not selected by the client, but it reflects my strategic approach to logo design as the starting point of a broader brand system.😊
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A client might think they know exactly what they want, but the moment I go beyond the safe choice, they're often surprised by how much they love the more creative direction.
This was exactly the case working with BraveDuck+Robots, an experience design studio built around creativity, strategy and technology.
The brief was clear, but pushing past the obvious unlocked something far more interesting.
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I completely relate to this. There’s something really rewarding about pushing things beyond the brief.
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I do the same...
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How far could we take institutional credibility before it lost the energy and vibrance of blockchain and crypto (and vice versa)?
The concepts that don't get chosen are often the reason the final direction lands so precisely. They test the edges and reveal where the line is.
It doesn't mean the work is wrong. It's built on the same insight, the same foundation, the same strategic positioning.
Just emphasising certain attributes over others.
I loved this direction. Thankfully I loved the chosen one too.
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Which is a surprisingly good metaphor for brand systems.
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