Design Portfolio

Embargo

Story: The club that was to eventually become Ludic began as Embargo, following a Cuban theme that would have featured Salsa nights and other culturally-themed aspects to the club.

Goal: Create a logo design that would be fun, bright and fit the styling that is known as Cuban culture.

Challenge: There was little input from the owner, so the name and identity had to be built from scratch. In addition, the colors and design needed to work in a variety of different applications and be instantly recognizable.

Solution: The Embargo logo is structured such that the wordmark or flame can stand alone, but also work well together. The colors were chosen after several rounds of color tests based upon top color trends at Abobe's Kuler color site (http://kuler.adobe.com), and the decision was made to make the 'bar' and 'go' part of the name different colors, with 'go' fittingly being green. While never implemented, I believe this design was a perfect fit for the original nightclub vision.