Acqua Lucé Outtakes

A few years ago I designed the branding for my friends’ cleaning business in North Carolina. I’m thrilled with the work, so much that I put it in my permanent portfolio on this site; check it out here. But, in the process of creating those designs, I produced an alternate logo option that’s worth sharing here on the blog. So, in the category of B-sides & Rarities, here’s the design for Acqua Lucé that the client didn’t choose.

This reject (gosh that sounds harsh) was a bit nearer and dearer to my heart. It’s built around my favorite typeface ever, Idlewild by Hoefler & Co. The colors are a little more subtle, the overall aesthetic a bit more restrained, and the typesetting is a throw back to classic signage and logos from the mid-century.

I never present work to clients that I don’t want them to choose. The winning design—with a pure yellow and royal blue that matches the sunny coastal vibes of the North Carolina town they’re working in—was the right choice for Acqua Lucé. That’s what makes a designer’s job tough: you put your heart into producing multiple designs you believe in knowing that half of it (or more) won’t make it to the finish line. But even though this outtake is on the cutting room floor, perhaps I can revisit this style for another brand someday. Does it appeal to you? Reach out and let’s work together.

Please note: this is concept-level stuff, not final artwork. These designs need some refinement, and the kinks would have been worked out if they chosen this path.

Above are the two options presented to the client. They chose the option on the right, though notice it has a slightly distressed quality to it. In the final, we removed that gungy-ness in favor of clean lines and type — which fits better with the idea of a squeaky clean window.