Sendero Sports recently came to Sportsmation for creation of brand identity marks for their new Texas Camo Series apparel. Quite a variety of logos were created for the project in a number of different styles, and ultimately the company went with a negative space mark featuring the deer and Texas Flag design. It’s always great to work with people you know and have worked with in the past. Most of the work Sportsmation does comes through referral or repeat clients. Shown above are a few of the logo marks designed for the project.
I recently redesigned Torchy’s primary mark & secondary icon logos as part of brand refresh. Founded in 2006, Torchy’s had a hot rod / tattoo type of feel to their visual identity. The company is growing by leaps and bounds and has lofty goals for expansion on a national level over the next few years. My creative team and I were tasked with refreshing the brand, but not losing the unique look & feel that Torchy’s dedicated fanbase has become accustomed to over the past several years.
One must was obviously to include “Torchy” intact with all or most marks. Requests consistently call for the brand’s mascot to be included in visuals, so I included him in the official company logo and we made a collective decision to drop the apostrophe from ‘Torchy’s” and 86 the word “Tacos” from all marks. Existing mascot marks (flying and circle Torchy) were tweaked and cleaned up of stray edges and points for a less hand-drawn feel. I also designed new “Damn Good” pitchfork lockups along with a variety of marketing program marks not shown here.
Colors were updated to be more vibrant and brighten up both print & digital marketing visuals. The red and yellow in particular really pop now compared to what had been previously used. As a nod to the past, the pattern of historical marks in the background here is still used subtly as a pattern on some signage pieces. I also researched and chose new brand fonts & set company guidelines for print, digital & web use.
Shoutouts to our graphic designer, Mia Bain, for research and direction on color palette selections and subsequent menuboard & print signage projects; and Jordan Sims for leading production efforts of the large number of print items created for all things Torchy’s. Food photo by the super-talented Michelle Martin. —SP
I’ve been really busy this spring with a variety of projects. Time for personal design work has been at a minimum the last couple months. As a result, I started a small project a few weeks back with the goal of seeing what I could knock out in a very short span of time each morning.
The challenge was building out a different logo from scratch, modifying textures & lighting, and do some post editing inside a comp scene over the course of 15 minutes. The logos were all built from scratch in C4D and/or AfterEffects and comp’d together with imagery for the final scene. To keep it fun, I did a mix of current and past MLB team logos.
The project served as a great warmup to the workday most mornings. Above is the quick comp reel of all 30 scenes. You can also check each of them out on Instagram.
I’ve been working on some new textures and neon effects to apply to upcoming projects this season. If you know me, you know I’m all about details. I’ve been working at night to enhance some 3D scene work offerings on motion design projects . I recently created some new neon effects I think will really pop and have usability in a variety of projects. Stay tuned!