Urban Wrap

Classy, clean, simple and upscale.

About a year ago I designed a logo for a couple New York based software programmers. They were really happy with the work I did for them and when they decided to partner on a new inner city restaurant venture they contacted me to create their new logo for them. I thought the name they came up with was incredible and it really made me excited to work on this project.


Going Ghetto With it!

My failed first attempt at the logo.

Normally on logo projects I present a wide range of ideas but this project was more on the level of a pro-bono gig so I presented just one idea initially. I of course as you can see played off the whole 'Urban Wrap' theme. I like it, it's definately has an urban inner city vibe but it was a little too over the top for them. Their feedback essentially said "Too ghetto! We want upscale and classy."

No problem. The way my mind works is I almost always immediately see a design in my head and usually about 90% of the time it's what ends up being picked. So I set out to create a nice simple and clean mark with enough subtle conceptual flair to make it interesting. I also tried to keep the color palette flexible for easy application and low-cost reproduction of menus, signage etc.

They loved it and now I'll be designing their awning. I am due to fly out to New York later this year so I'll stop in and participate in some 'Urban Wrap' myself.