Naming and identity
A pastry café: name, logo and identity.
Before searching for a name, I studied the future pastry café’s closest competitors: their names, visual styles and the conventions worth following or avoiding. I also reviewed similar European venues to define the right direction for both style and naming.
The naming process had two stages. First came a broad list of 20–50 ideas based on the brief and research. It was reduced to five options with relevant meaning, pleasant sound and strong uniqueness within the city.
The shortlist was compared by strengths, weaknesses, uniqueness and initial associations. Following discussion, Madeline was selected as the name for the pastry café.
Three lockups are available: one full horizontal version and two shortened vertical versions. The full version combines the symbol, wordmark and tagline; the compact versions use only the symbol and wordmark.
The aim was to create an immediately understandable identity without being afraid of familiar imagery or bright colours. The result combines a circle, a slice of cake and a cherry. None of these elements is unique alone, but together they avoid an overly clichéd solution.
The logo uses a refined contemporary humanist grotesque. It conveys sophistication without leaning too heavily on tradition. The descriptor uses a straightforward geometric grotesque for maximum legibility.
Madeline uses warm colours that work both as gradients and as separate, high-contrast pairs.
The pattern is constructed from elements of the logo and follows the same principles of clarity and accessibility. It scales easily and works in both print and digital applications.
The logo, colour and pattern were designed for maximum flexibility. It was important for the business owner not to be constrained by rigid rules. Recognition comes from the colour combinations and brand lockup; everything else is open to sensible creative interpretation.
