Black Vanilla Gelateria Logo and Shop Identity Design Overview

Black Vanilla Logo Texture

Just a quick peek at a final logo design for a sophisticated American style bakery boutique and gelateria restaurant in London, called Black Vanilla.

The main menu will consist of smoothies, milkshakes, gelato, baked goods like cupcakes and whoopie pies etc.

My usual in-depth logo process post will come shortly. Read other logo process posts.

Black Vanilla Logo Design Overview

The final design has settled on a visual link to Black Vanilla, the 3 letter L’s. These are the shape of actual Black Vanilla pods. Interestingly, the client said that one of the things that should be avoided was any kind of handwritten font. And here we have a handwritten style font. :)

So rather than any obvious cup cake, coffee, ice cream yada yada visuals, we have a direct link to the shop name and one of the key ingredients, the very expensive Black Vanilla pod.

Whilst scratching my head for inspiration, I was just playing with some random fonts and ‘accidentally’ selected a certain hand styled font, which happened to be right next to a photo of a vanilla pod on my pasteboard. I saw the similarity with the shape immediately and pretty much knew this would be the subtle ‘play’ needed. Once the client first saw the font he was quite surprised at how much he liked the hand written style of lettering.

Black Vanilla Identity


The Black Vanilla wording has been redrawn from scratch, using the initial font as a rough template so it fits better with the actual shape of the vanilla pods. The edges have a subtle rough texture, so when the logo is blown up for the shop signage, it should look half decent. Repeating letters have also been modified so each occurrence is different, namely the a’s.

The tag line is set in Whitney HTF Book Condensed.

Finally, a few words from the clients

Well what can we say a job fantastically well done !!!

You should be feeling very happy right now as we are overjoyed with the final version it has really exceeded all our expectations, the only other occasions I have said this was looking at both my newborn girls.

Thank you for all your help and patience and always being so very versatile.  We were so surprised to have someone so willing to go the extra mile to make sure it was just right (a quality which is hard to find with designers).  But your patience and hard work has paid off and I think that we are onto a winner here.

Great job, but would not really expect much less from you !

Jeremy & Susan

So all in all, pretty much job done on the logo front, now to make all the shop signage, take-out food packaging etc. :)


Written by: Graham Smith: The Logo Smith
1st Posted: 2010/09/14 & Post Updated: 2017/06/08
Filed In Categories: Brand Identity

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