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Los Angeles, CA | rachel@process-progress.com

FUEL OUR FIRE

Fuel Our Fire is a non-profit organization that focuses on collaboration with other non-profits, individual artists, and organizations to produce content. They connect local artisans, musicians and businesses to one another while hosting events to foster the community at large, and they strive to fuel sustainability of those they partner with. 

We wanted to convey overall a feeling of connection and the importance of symbolism. The influence of symbolic runes, hearts, and circles were developed as logo forms in a more artistic, brush-style as well as a vectorized, modern look. Lots of interesting shapes and textures resulted during the sketching phase and when paired with clean typography and color, the vision of the brand came through loud and clear.

With a surplus of exciting shapes, other aspects of the brand developed including rune-like graphic symbols and patterns. As I began to develop ideas for the icons for the section tabs on the website, and mocked up variations for the homepage, I realized that the first round of logo ideas did not support the overall direction for the brand we were aiming for. Luckily, I had created enough related elements to quickly re-configure the logo to support the brand's true vision.

The tab icons were drawn from Rune symbols that each have a different meaning. I used hand drawn versions to match the symbols with the correlating words for each of the tabs.

INITIAL SKETCHES (ON SCRAP PAPER):

FIRST ROUND OF IDEAS:

FINAL COMPONENTS:

TAB ICONS: