clover & cog Designer: Emily Guise GD250: Developing Brand Identity Mt. Hood Community College
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clover & cog mission statement
The brand is for Pacific Northwest honey, which is a big market with a wide variety of producers, from multi– million dollar conglomerates to tiny apiaries with just a few hives. Clover & Cog is a small operation, with an emphasis on local, handmade and sustainable farming and delivery practices.
Values Small production, local goods, things made with care and attention, healthy living, and self-sustainable transportation. Goals To promote the use of bicycles in delivering goods, to draw attention to the local ecosystems that sustain life, to promote health by using traditional means, and to take pride in local production of goods. Target Customer A person who recognizes the value of local production and appreciates how bees and the bicycle contribute to a healthly body and environment. Enjoys delicious food, puns, and playful visual imagery. 20-something to middle aged. Brand Position In the middle to upper range. Ingredients that are high quality and local are used as much as possible. Packaging is nice enough to give without wrapping as a gift. Brand Core Essence Local honey delivered by bicycle.
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Clover & Cog Is
Clover & Cog Isn’t
Local Small Batch Playful Self-reliant Ecologically conscious
Mass-produced Serious Full of weird additives Subsidized by fossil fuels Low-quality
clover & cog mood board
The brand needed to reflect the optimism and pride of farming, especially in the city. A slight vintage appeal was desired to remind people of earlier times when farming was widespread, appealing to self-sufficient urbanites.
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clover & cog naming process
All the words that could be associated with bicycles, honey and Portland were written down and combined in as many different ways as possible. The name had to reflect the two concepts of bicycles and honey. The process went through three rounds of refinement, elimination, and outside consultation before initally deciding on Cog & Clover. However, after more outside consultation, it was reversed and became Clover & Cog. Cogs are part of a bicycle’s drivetrain, which propels it forward, and clovers are a very popular source of pollen for bees, and the two words have nice alliteration.
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First Round beecycle beejoy joybee fly cycle freehive freebee fastbee beefree pedalbee pedalhoney pedal honey livefree bumblecycle bumblepedal bumble wheel busy bike busy cycle collective cycle cycle collective happy bee hive mind hive wheel hive rotation hivelo hivecycle hive cycle hive collective
downstroke revolution honey revolution bee revolution bee united bees knees bee urban bee together wandering bee bumble rumble bumble honey bumble collective bumble roll bee roll Second Round joybee hive collective bee united bumble collective bee roll bumble wheel Honey Cycle BeeCycle Golden Cycle Bees by Bike honey pedaler
Third Round joybee bumble & buzz drone & cycle buzz & cycle bumble & buzz colony & cycles clover cycles clover & chain clover & crank colony & chain clover chain cog & clover clover & cog
clover & cog thumbnail sketches
A pictorial direction was chosen; specifically an emblem as it is noticeably different and feels vintage and current at the same time. As a cog is a round shape it seemed natural, and the clover shape fit well into it. A small amount of detail added visual interest without being overwhelming and reinforced the honey associations. At this point the name Cog & Clover was still being used.
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clover & cog logotype refinement
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er & v c o
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A simple palette of red for the main color and yellow for accents was chosen.
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At first the clover was put inside the cog with the name underneath, but it felt boring and too cold. The clover was made more perky and heart–shaped and dots were added but it looked overly precious. The original idea of an emblem was returned to; the name and tagline were curved around it to create a more complete package. Dots were added around the cog for more visual interest.
clover & cog final logotype & variations
The final logotype and variations. Bees and hives are included to visually complete the outer circle and emphasize the product. The hives are yellow to draw attention and break up some of the red’s dominance.
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clover & cog typography
For the brand name it needed a typeface that felt retro but modern at the same time, so Deming EP was chosen. The beauty of the Baskerville italic ampersand contrasted nicely and kept it from being too casual. Clarendon LH is a lighter, more refined version of Clarendon. Knockout, in the Junior Cruiserweight version, is easy to read. Typeface use is across all applications.
Deming ep Brand Name abcdefghijklmnopqrstuvwxyz
Baskerville Italic ampersand
& abcdefghijklmnopqrstuvwxyz Clarendon LH Light tagline and headings
abcdefghijklmnopqrstuvwxyz Knockout Junior Cruiserweight body text
abcdefghijklmnopqrstuvwxyz
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clover & cog tagline & colors
A goldenrod yellow highlights the main color of brick red. Both were chosen for their warmth and vintage appeal.
Pantone 7621 C
Pantone 7409 C
C18 M91 Y79 K7
C0 M38 Y91 K0
“Local honey by bicycle” was a natural choice for the tagline as the brand name by itself is not sufficient explanation for what is sold. Visually, the word “bicycle” was preferred over “bike”.
“Local honey by bicycle”
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clover & cog visual mechanisms
Several patterns for labels and various applications, along with symbols drawn from the logotype.
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clover & cog competitor comparison
Local honey is especially popular in Portland, and there are many brands that are produced locally. The ones here are small, within the metro area and sell mostly raw honey in jars.
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clover & cog packaging: product
The labels are clear so the golden glow of the honey shows through. It provides a contrast with the red pattern and other elements.
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clover & cog packaging: labels
Since the honey will be seasonally produced, each pattern is associated with a different season: spring, summer, and fall. The label goes over the top of the jar so the yellow seal is on the lid.
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clover & cog stationary
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clover & cog advertising: print
Puns are part of the brand’s playfulness, and the duotone, graphic nature of the logotype carried over into the full page ad’s design. The cargo bike is emphasized as it’s very distinctive and one of the most memorable brand assets.
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clover & cog advertising: web
The top ad is sized for a large rectangle, and the bottom ones are small squares. The rectangle echos the print ad, but the squares aren’t big enough for a lot of images or text, so it is kept simple with just a logotype variation, URL and twitter handle.
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clover & cog website
The website is simple and easy to navigate, allowing the customer to quickly get to the information they want.
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clover & cog touchpoint
This cycling cap will be worn by employees during delivery and is for sale to the general public. Since they’re often worn with the brim flipped up the company name was added in a contrasting color.
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