Uptown

Uptown Pens & Paper was a final Project in Advanced Typography, a fall 2023 course at Liberty University for my master's degree, to learn more about typography in design and its importance. This project was gratifying and helped increase my understanding of unique logotypes that can become an image themselves.

Primary Logo Design

The main logo design uses a mix of the font Mali and manipulation to share a playful style of the business and simples surrounding the name using the term "up" and the products the business presents, such as pens. The primary logo also shares the additional wording around the business's name, "Pens & Paper," which adds more understanding of what the company presents to its customers, an office store.

Secondary Logo

The secondary logo is a simplified version of the primary logo with minimal information to decrease added distractions, allow more scaling, and be a streamlined symbol for audiences to recognize.

Submark & Favicon

If desired, the submark adds more color additions, changes the width of the logo style, and can be presented in different needed spaces compared to the longer styles of primary and secondary logos with the name and additional information added. The favicon is a simplified version of the secondary logo, implementing access to even smaller spaces and simply sharing an image audiences can recognize the brand.

Brand Identity

Brief: Uptown Pens & Paper is a stationary shop that sells prints, notebooks, office supplies, and more. Its aesthetically pleasing products help to de-stress the work environment.

Target Audience consists of creative designers, organizers, and art lovers who want to create a calm environment using fun materials.

Typefaces: Mali Bold (Main text) & Baloo 2 Samibold (secondary text)

Color: Playful and symbolizes standard colors for office supplies.