Logos Re-Imagined: FIDM Graphic Design Student Redesigns the Look of Darcleé, a French-inspired Cafe for Class Project

Darclee Logo

(Above: The existing logo for Darclé, a french-inspired cafe (left), and the logo re-imagined by FIDM Graphic Design Student, Chanelle Fitzgerald, renamed Darcleé.)

Darclee Logo Color

If you were challenged to redesign the logo and identity system of an existing brand, how would you tackle it? Many factors need to be taken into consideration to maintain an existing brand so that you don’t alienate your audience (we all remember the Gap logo fiasco in 2010). Logo design is one component of the Graphic Design/Branding program that students at FIDM/Fashion Institute of Design & Merchandising study. In the Logo/Symbol Design course, Graphic Design Students create logos for a company or product using design principles and elements, and demonstrate their understanding of branding by applying their logos to various identity systems to create a cohesive look.

Chanelle Fitzgerald, who completed the Logo/Symbol Design course, developed the re-imagined logo below for Darcleé, a French-inspired cafe located in downtown Seattle. “I felt the logo did not represent the company because it seemed outdated and unappealing,” says Fitzgerald, who is also from Washington. “While designing my logo, I was also thinking about branding for the cafe. I wanted to create a logo that was recognizable and could be used on many of their products.  I wanted my logo to portray a more modern, french-inspired cafe.”

Incorporating an elegant script typeface, stripes and solid shapes as design elements, and a cool pastel color palette, Fitzgerald’s project certainly reinvents Darcleé cafe’s identity. Check out photos below from her final Logo/Symbol Design project:



Darclee Kitchenware

Darclee Uniforms

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Author: Mani O'Brien

Mani O’Brien is the Online Editor for the FIDMDigitalArts Blog and the Social Media Marketing Manager for FIDM/Fashion Institute of Design & Merchandising. She earned her bachelor of arts degree in print journalism from the Walter Cronkite School of Journalism & Mass Communications at Arizona State University in 2006, and Associate of Arts degree in Graphic Design (Professional Designation) at FIDM in 2010. When she’s not brainstorming social media marketing ideas or writing about the graphic design and digital media, she enjoys practicing yoga, reading magazines, and hanging out with friends and family in Los Angeles.

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