CATEGORY

Basic Identity Applications

LEVEL

Student

RANK

DESIGN CREDITS

Designer

Daniel Murphy

Instructor

Clinton Carlson


TAGS

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LINKS

Daniel Murphy
University of North Texas

Texas Pie Kitchen by Daniel Murphy of University of North TexasTexas Pie Kitchen by Daniel Murphy of University of North TexasTexas Pie Kitchen by Daniel Murphy of University of North TexasTexas Pie Kitchen by Daniel Murphy of University of North Texas


CLIENT

A non-prof­it orga­ni­za­tion, based in Austin, TX, that pro­vides culi­nary job train­ing, finan­cial lit­er­a­cy, and job readi­ness devel­op­ment for low-income indi­vid­u­als with bar­ri­ers to employ­ment.


BRIEF

To cre­ate a visu­al iden­ti­ty rep­re­sent­ing the crafts­man­ship of Nim­sai that can then be applied using dif­fer­ent tech­niques.


APPROACH

With Texas Pie Kitchen I want­ed to give them a friend­ly, down-home, approach­able feel, while still evok­ing a feel­ing of com­mu­ni­ty. The hand-drawn qual­i­ty alludes to the fact that all of the pies from Texas Pie Kitchen are home­made from scratch. The com­bi­na­tion of pie pieces to make a star rep­re­sents com­mu­ni­ty and their Texas pride. The logo can work at small sizes for sta­tionery or busi­ness cards, but can also be blown up to be put on bill­boards, the side of trucks, or any oth­er appli­ca­tion the busi­ness seems fit.

Daniel Murphy’s rebranding of Texas Pie Kitchen started with a deep awareness of the client’s commitment to community. His final solution captures this through hand-crafted type, tactile materials, and approachable illustration style. The logo cleverly references the client’s Texas roots and collaborative work force through the clever arrangement of pie pieces. Daniel created an economic and memorable identity that had conceptual depth, attention to detail, and a strong execution. — Clinton Carlson, Assistant Professor at University of North Texas

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