Word marks are a special kind of challenge for creative teams. Using only letters, create a distinct typographic treatment for an event, product, or brand that can stand out and be memorable. From raw ideas to marks that are really well done, you have to grill down to the essence of what this icon will represent. (Are you picking up on a theme here?)
So, when the Zoo asked us to help them advertise some spring samplin’s that were in the works to heighten their Zoo experience before peak attendance during spring break, we were fired up.
What if the word mark looked like it was written in barbecue sauce, I wondered. My sr. art director tried some things out in Photoshop, but we weren’t getting the look we wanted. So I figured, don’t fight the fonts, cook up your own. I headed into the kitchen, found some extra Chick-fil-A BBQ packets—only the best for this craft project—and grabbed some makeshift paint brushes (a stirrer straw and a plastic knife.)
What resulted was a delectable, smokey mark that you can practically smell! Now that’ll make your mouth water. You can see the process, from sketch to market, below!
