About Tinker Village

Tinker Village is a play based learning center and preschool in the high desert of Southern California.

Tinker Villages mission is to engage children at the awe-filled stage of childhood and provide an environment where they can immerse themselves in the natural rhythms and wonder of the world.

Logo Concept

When speaking with the client she was very clear that this branding needed to be colorful and variable.
Therefore the color selection for this brand is variable throughout the entire color wheel. This provided the client al lot of room to expand and diversify the materials she may need in the future.
Tinker Village is well known program in the city it is based in. When re-branding this business we needed to communicate its exclusivity as well as the welcoming nature it provides.
The client requested something simple, sophisticated, and fluid to communicate friendliness and sophistication. By combining a fluid script font with a delicate thick-to-thin serif font both of these goals are achieved. Even more so are these goals achieved by occasionally adding in the tagline font which utilizes both capitalized and lower case letterforms for a more youthful effect.

The logo previous to the re-brand had a line-up of peg-like characters that resembled diverse children. In order to maintain familiarity, I decided to keep this same design and refine the characters.
The client also requested that there be a ring of dots and some sort of foliage incorporated to communicate their organic and natural method to learning.
When showing the client different lock-up variations, she liked this one the most because the dot ring and foliage enclosed the other elements of the logo.
For the business name she liked the stacking concept due to the attention is dispersed to the rest of logo and hierarchy is initiated.
By having the character line-up and tagline stacked on top of one another there is a continuity throughout the design in look and hierarchy.

Logo Variations & Submarks

Secondary Mark

Using the same character line-up, the secondary mark provides a more horizontal option for the brand to use in linear designs.

Sub-marks

All of the sub-marks have elements drawn from either the primary or secondary logos.

By using the linear and circular lock-ups the client is able to utilize many of these submarkets throughout her brand for collateral materials such as merch, paperwork, enrollment packages and even curriculum.

Icons

Due to the nature of the business, a large variety of icons were needed for various purposes. Whether it be holiday season, summertime, nature field trips or just learning the weather, this client needed icons and illustrations that would match her brand.

Patterns

With the funkiness already surrounding this visual identity, adding a few fun patterns that could used for boxes, to-go bags, napkins and even beverage cups is a fun add that contributes even more the aesthetic that the donut shop holds.