*not affiliated, associated, authorized, endorsed by, or in any way officially connected to the Yogurt Square or any of its subsidiaries or affiliates.
Primary Logo
Secondary Logo
Black and White
Yogurt Square
Yogurt Square is a small and friendly neighborhood business located in Lincoln Square, Chicago. For a business so fun, healthy and colorful, their current logo seemed non-professional and lacked memorability. Therefore, the Yogurt Square logo was chosen to redesign and to modernize for a visual identity and narrative course. Since their target consumers are mostly the youth, a variety of colors and a pictorial element were incorporated to create a more illustrious and attractive design. The colors symbolize the numerous flavors and toppings they offer and a geometric typeface was chosen in accordance to the 'square' in their name. A secondary logo was also created using just one color, for their convenience, whenever necessary. The secondary color chosen was a bright green to highlight the healthy elements frozen yogurt offers. The pictorial element could also be used as a defining element whenever necessary. The process for this redesign included brand research and some initial sketches which were narrowed to three different logo ideas. Two refined designs were chosen and eventually, one final design, which can be seen below.