Give it a Form

 Hello Fellow Reader!

This assignment has taken me the longest! Not only was I tending to three little ones with the flu (while also catching it myself), but this assignment was definitely creatively challenging in the best way. Here is the prompt:

"You must produce:

• A minimum of 20 logo thumbnails
• Three refined logo concepts (comps)

All sketches and concepts must be grounded in your brand strategy—not surface style.

Your thumbnails and comps must answer the following questions:

• How does this logo reflect the name of the restaurant?
• How does it support the emotional tone of the dining experience?
• Does the mark feel appropriate for the target audience?
• Does the form feel bold, confident, and grounded rather than decorative?
• Does the logo avoid obvious or stereotypical cultural imagery?
• Would this mark still work without color?

Your thumbnails may be hand-sketched or digitally sketched.

They must show:

• different symbolic ideas
• different structural approaches
• different uses of letterform and shape

Do not submit variations of the same idea."

Logo Thumbnails:

This part of the assignment felt similar to the "30 Circles Challenge." My goal was to stay simple, use geometric shapes, and include three of something to emphasize the 3 in the name. I also wanted it to feel welcoming, including symbolism of family or the culture, without it being obvious. 

I really did not like most of these sketches, honestly, but I went with my three favorites and refined them into something else. Here is the prompt for the comps: 

"From your thumbnails, select three conceptually distinct directions.

Each comp must include:

• a cleaned-up logo mark
• a wordmark or name lockup
• One short line describing the concept behind the mark."

Comp 1 - The Three Cultures Mark

I wanted one comp to be extremely simple and straightforward. This design emphasizes the restaurant name through strong typography and three colored dots that symbolize Mexico, Nicaragua, and Peru. The horizontal line grounds the mark, expressing stability and connection between the three cultures within one home.

Comp 2 - The Circle of Gathering

This comp actually evolved quite a bit despite how simple it looks. This logo uses a hand-drawn circular form to represent unity, community, and the shared table. The imperfect ring suggests warmth and human touch, reflecting Casa de las Tres as a welcoming home where culture and family come together.

Comp 3 - The Rising Sun

The abstract sun I sketched was my favorite, so I wanted to use that one in my refined comp. This logo incorporates an abstract sun above the wordmark to symbolize warmth, nourishment, and new beginnings. The geometric rays reference the number three while avoiding literal cultural imagery, creating a bold yet inviting identity rooted in shared heritage and hospitality.

Happy Creating!