In the beginning of May, my friend Aanya Singh reached out to me about designing a logo for Icing Collective, a magazine for artistic young-adults who are transitioning into expressive, fashion-forward contributors. The publication showcases youth fashion, beauty, art, and lifestyle.
Client: Icing Collective
Client: Icing Collective
Role: Brand Refresh
![](https://freight.cargo.site/t/original/i/a3d4b0a9465c60c4badbfdca6308484db3952f885182a58f5c34294c44f748a5/PORTFOLIO_HOMEPAGE_ICING-25.png)
MOODBOARD
I started my process by putting together a moodboard with images that I felt best fit the direction my client envisioned. The vision: chrome ooey-gooey icing.
![](https://freight.cargo.site/t/original/i/e6ff24c48110c87918e07037c8910cbbbb1d1828a46ecc7cf510806139b2011f/ICING_MOODBOARD.jpg)
CUSTOM TYPE
My client envisioned a logo that mimicked icing. After putting together a moodboard, I explored various typefaces that fit the icing feel. I struck gold with Pilowlava, a unique typeface that had those curves I was looking for. To add more icing gooeyness to the logo, I modified the type by adding merged tittles and rounding the harsh edges.
![](https://freight.cargo.site/t/original/i/6791a18c730343cce1158a5811d7062c025e35a0a8a899fdf6d1cd75a3a20095/ICING_LOGO_gif-06.jpg)
![](https://freight.cargo.site/t/original/i/fe604c0227b2031abfb3b2d15c548e2b2b018e5eea5b57e8918a097d72aa72ab/ICING_LOGO_gif2--13.jpg)
CHROME APPLICATION
After establishing the flat design of the logo, I brought it into Photoshop and added a silver chrome effect. I paired the chrome logo with a more simplified and thin typeface in the subtitle, collective, to create contrast.
After establishing the flat design of the logo, I brought it into Photoshop and added a silver chrome effect. I paired the chrome logo with a more simplified and thin typeface in the subtitle, collective, to create contrast.
![](https://freight.cargo.site/t/original/i/a3d4b0a9465c60c4badbfdca6308484db3952f885182a58f5c34294c44f748a5/PORTFOLIO_HOMEPAGE_ICING-25.png)