Ella Caperton
Motion Designer
& Illustrator
Work
Play
About
In the design of the logo I leveraged negative space to merge together the S and the F- with the square pixel highlighting San Francisco’s status as a tech hub and the curve nodding to the city’s art deco architecture
The primary colors are based on daily staples of the city, the sunrise, fog and bay. The secondary colors highlight different characteristics: it’s rich history, the current technological innovation, and status as a hub for artists, counterculture and cultural communities
I chose the typeface Plaak as the header to carry over the art deco character of the logo and Franklin Gothic as subhead and body to reflect Plaak’s x height
I used the pixel from the logo as a graphic element. I drew inspiration from mosaics to give the brand identity a welcoming and handcrafted feel without being predominantly tech-y, carrying it over into my grid structure and decorative motifs
The mosaic treatment can be seen in my poster series, highlighting different neighborhoods, landmarks and keywords for each secondary colorway characteristic.
The website features relevant locations and information about the city.
The app showcases current events where the user can navigate through calendars, maps and search tools.
The social media promotes events too as well highlighting local artists.
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