This is my final design for the Sustenance logo. The basic idea is that the circular shape represents
a delicious fruit (e.g. apple, orange, mango), which is dripping with flavour
and is also an abstract representation of Australia. The idea came to me, as I
wanted to make reference to the Great Australian Bight by presenting it in a
way, which is relevant to the food products sold by Sustenance. The vibrant orange symbolises the freshness
and juicy flavours of the high-end organic food products and is paired with a
neutral warm grey to help balance the strength of the colour and make the text clear
and easy to read. I also chose a simple,
structured, san serif font to ensure the name is legible and to balance out the
roundness of the symbol. I had quite a
bit of trouble figuring how to execute my concept and while I’m happy with the
basic idea I think I still need to make some changes in order for it to
properly come together.
