Evo Lounge
Project:
Create the name, logo, and branding for a new bar/lounge space in a hotel lobby
My Role:
Art direction, branding, graphic design
Timeline:
3 weeks
Company:
Paramount Hospitality Management / The Point Orlando Resort
Exploration
Conceptualizing different logo ideas
Concept 1: Changes
Leadership was leaning toward the name “Changes” to represent how the space changes from a breakfast barista in the morning into a bar in the evening. I provided two concepts using that name.
Concept 2: Alternate Names to Changes
I felt the name “Changes” was too simplistic and not the name of an exciting, trendy bar to hang out at while on vacation or traveling for a business trip. I came up with alternative names that represented the change the space went through.
Shortening of Metamorphosis to “Meta.” Metamorphosis: any complete change in appearance, character, circumstances, etc.
Flux: constant state of change
Shortening evolve to “Evo.” Evolve: to develop
Concept 3: Names unrelated to the “change” idea and relating only to the bar theme
Final Logos
Evo Lounge
The unanimous choice was “Evo” with the wine stain logo design. In order to tie together the two different restaurants in the same space, I created a breakfast barista logo as well using similar design elements – I utilized the same typeface and swapped out the wine stains for coffee stains
Becca Humann 