The Hourglass Vintage White Logo

The Hourglass Vintage (THV) is a mock online thrift store that buys, sells, and trades vintage clothing. They believe that vintage clothing and fashion will always be in style. THV is not only about flair, but they highly value the quality of the clothing that they collect & sell.

I wanted to create more than just a logo, but a whole brand. The logo needed to represent the name, but with special attention to the word “Hourglass”. Furthermore, I wanted to create a stationery suite including mockups showing how the brand could be used.

The Discovery phase began with searching for inspiration on the web. I looked at competitor brands, as well as logos that used hourglass themes. It was very important that I create something that was clever. I wanted to design a logo that used negative space, meaning effectively using the space between, within, and surrounding the subject.

The Hourglass Vintage Logo Marks

The Creation Process began with sketching. Even though I wanted to incorporate negative space, I still explored other options. A method I integrated into my sketch process involved confining the subject into a box. In this case, the subject was the letter “h” and by drawing a box around it I was able to see the negative space much more clearly. As a result, I had a eureka moment where I was able to manipulate the negative space of the letter “h” to look like an hourglass. I then moved on to the computer to vectorize my drawings.

The letter “h” along with the hourglass concept was the strongest of the preliminary ideas. I searched for serif fonts that had a classic look to them. Minion Pro was the perfect fit for the letter “h” and the name of the brand. I also used a sans-serif font, Avenir LT Std, as the secondary typeface. The logo used vintage red, rich black, and white as its color scheme. At this point, I had the ideal logo to move forward with creating the rest of the brand identity.

Client

The Hourglass Vintage (THV) is a mock online thrift store that buys, sells, and trades vintage clothing. They believe that vintage clothing and fashion will always be in style. THV is not only about flair, but they highly value the quality of the clothing that they collect & sell.

The Challenge

I wanted to create more than just a logo, but a whole brand. The logo needed to represent the name, but with special attention to the word “Hourglass”. Furthermore, I wanted to create a stationery suite including mockups showing how the brand could be used.

Creating a logo utilizing negative space was exactly what I wanted to achieve with the THV logo. I was able to create a vintage feel with the typefaces and colors used. A stationery suite, consisting of a business card, letterhead, and envelope, were designed. In addition, I went on to create mockups using the new brand assets, such as signage, merchandise, and a website homepage.

Discovery

The Discovery phase began with searching for inspiration on the web. I looked at competitor brands, as well as logos that used hourglass themes. It was very important that I create something that was clever. I wanted to design a logo that used negative space, meaning effectively using the space between, within, and surrounding the subject.

The Hourglass Vintage Logo Marks

Creation Process

The Creation Process began with sketching. Even though I wanted to incorporate negative space, I still explored other options. A method I integrated into my sketch process involved confining the subject into a box. In this case, the subject was the letter “h” and by drawing a box around it I was able to see the negative space much more clearly. As a result, I had a eureka moment where I was able to manipulate the negative space of the letter “h” to look like an hourglass. I then moved on to the computer to vectorize my drawings.

The letter “h” along with the hourglass concept was the strongest of the preliminary ideas. I searched for serif fonts that had a classic look to them. Minion Pro was the perfect fit for the letter “h” and the name of the brand. I also used a sans-serif font, Avenir LT Std, as the secondary typeface. The logo used vintage red, rich black, and white as its color scheme. At this point, I had the ideal logo to move forward with creating the rest of the brand identity.

The Solution

Creating a logo utilizing negative space was exactly what I wanted to achieve with the THV logo. I was able to create a vintage feel with the typefaces and colors used. A stationery suite, consisting of a business card, letterhead, and envelope, were designed. In addition, I went on to create mockups using the new brand assets, such as signage, merchandise, and a website homepage.

The Hourglass Vintage Colored Logo
The Hourglass Vintage Sign and Shopping Bag
The Hourglass Vintage Tote Bag and Hat

Want a logo or brand design quote?

Get in touch with Cassio Vieira and we will discuss the needs of your project or answer any questions you might have. Cassio will get back to you as soon as possible.