This logo was designed for a fictitious sandwich shop named Aioli. The objective of the exercise was to choose a business concept and design a logo from the ground up. This process involved research on the shop’s target demographics and the logos and designs of similar businesses, as well as the use of color theory, typography, and extensive instructor feedback in the drafting and editing processes. ​The shop’s target demographic was affluent men and women, aged 30 to 65 years old. In order to emphasize Aioli’s use of fresh ingredients and made-from-scratch products, I created a minimalistic logo using a script font, utilizing a green and gray color scheme that both exhibited visual contrast and indicated the use of fresh ingredients.