Over the summer of 2017, I was the lead designer for the Detroit-based startup ToDoolie, where I literally and rhetorically left my mark on the company through creating a visual identity built from the ground up.
Graphic Symbol Color Variants
Door Hangers Layout
Quarter Page Flyers
Photo taken by Co-Founder Jose Romo-Puerta
As with branding any company, the process underwent liberal amounts of iteration, among them being the logo design, color combinations, and how they fit on print and digital media. ToDoolie was originally to have a traditional logo (and was spelled as Todoolie), but we decided to stick with a wordmark and capitalize the “D” in the middle.
From the beginning, we had wanted to create a unique logotype that conveyed the company’s philosophy of being the helping friend in need.
Logo design process
The rejected logo. Note the old spelling of the wordmark…
The custom-made typeface