Tuesday, July 22, 2014

Luke's Local Delivery Logo


Early last year, Luke Chappell of Luke's Local Delivery came to me to design a new logo for his delivery business. He was not sure what he wanted but it needed to be genuine and timeless.

After much brainstorming, I came up with the idea of using a fox for the mark. In my research I found, that in alchemy, the fox was considered the cultivator of the Elixir of Life. In Northern Native American tribes the fox is considered a noble messenger. This was perfect symbolism for Luke's company because it felt in line with his philosophy. He considers it very important to run a company that is values-driven, that is environmentally sustainable and is good for the local economy. (His parents are well known for such ethical business practices, Tom and Kate, who founded Tom's of Maine, in 1970.)

As for the style of the mark, Luke decided on a woodblock feel. Because I do not consider myself an illustrator, this was outside of my comfort zone. Of course, being in that zone always ends up being the best experience for a designer, and Luke was very happy with his new logo!

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