I had to create a logotype for the fictional company Power Up - a protein packed energy bar. This is the process booklet for the logotype.

1. POWER UPA logotype design process book
Danielle Teig

2. Contents
Introduction
Preliminary Process
Concept
Sketches
First Iterations
Second Iterations
Final Logotype
Packaging
1
3
9
11
16
27
33
39

3. Introduction
Introduction / 1
Power Up is an energy bar company.
Any snack can provide energy—that’s
just another word for calories. The key
is to make sure your snack is deliv-
ering as much nutrition per calorie
as possible. Foods containing fruits,
vegetables, whole grains, fiber, and
lean protein are nutrient dense, giving
you the best bang for your snacking
buck. As a company, we’re working to
reduce our environmental footprint in
everything we do, from the field to the
final product. We describe our vision
for sustainable food production like
this: Our food will be made with sus-
tainable, organic ingredients; baked
with clean, renewable energy; packed
in environmentally friendly packaging;
and delivered by transportation that
doesn’t pollute. Our goal is to make a
protein packed healthy snack.

4. Research
Upon deciding to create a logotype for
Power Up, I wanted to do a lot of re-
search as to why someone would want
to choose Power Up as their protein
packed snack of choice. I decided the
demographic that Power Up attains
to is 20 to 30 year olds who either
want to or already do workout a lot.
This will be a post workout bar that
has 30 grams of protein which is the
maximum intake of protein a body can
handle after a workout. I decided to
interview from health obsessed exer-
Preliminary Process / 3
Preliminary
Process
cising machine friends of mine to see
why they choose the certain brands of
post workout food / beverage that they
do. A lot of what they said was about
brand recognition. Most of the foods
they were choosing were based off of
suggestions from their friends or from
advertisements in magazines and
online. I also asked them what colors
they generally thought of or thought
related to exercise and my friends
agreed between electric blue, green,
and yellow.

5. 50 Words
4 / Power Up Logotype Preliminary Process / 5
/ powerful / confidence / muscle / health / energy / environment / body type / food / ex-
ercise / granola / delicious / organic / sustainable / expedition / earth / weight / workout
/ bar / texture / oat / fiber / modern / cleanse / vitamins / expand / friendly / approach-
able / awareness / nutrition / replacement / diet / wellness / strength / hunger / sports
/ goals / protein / fuel / mind / support / flourish / pleasure / quality / community / cele-
brate / athlete / simplicity / whole / cooking / free /

6. Mood Boards
This mood board displays the
demographic that Power Up
is trying to reach to: 20 to 30
year olds.
This mood board shows the
competition that Power Up
has as a power bar.
This mood board shows
typography that I was
inspired by.
6 / Power Up Logotype Preliminary Process / 7

7. After researching and creating mood
boards, I came up with my concept
for the logotype. Because the demo-
graphic for the Power Up energy bar
is 20 to 30 year olds who want to get fit
and excercise, I wanted the concept to
dig into the reason why those people
would want to get fit. I came to the
conclusion that it is because they want
to be strong and confident. My concept
for this logo is to be strong and confi-
dent looking.
Concept / 9
Concept

8. With my beginning sketches, I wanted
to play around with different medi-
ums to see what exactly fits the style
of Power Up as a company. Several
sheets of paper and experimenting
later, I found that ink and abstract is
not the way to go for Power Up. This
company is very clean and modern so
the style of the logo needs to repre-
sent that.
Sketches
Sketches / 11

9. 12 / Power Up Logotype

10. I realized that triangles are the strongest of all
the shapes to build a structure out of. Having a
triangle in my logotype represents my concept
of strength and confidence.
Sketches / 15

11. First
Iterations
First Iterations / 17
For my first digitial sketches I wanted
to play a lot with different typeface
options and with triangles. In some
versions I tried placing a triangle with-
in a letter and in other places I tried
placing the triangle around the word. I
also tried different colors based off of
my prior research.

12. POWERUPPOWERUP POWERUP
18 / Power Up Logotype First Iterations / 19
Trying different color
combinations here

13. POWERUP
POWERUP
POWERUP
Exploring Typefaces
20 / Power Up Logotype
PT Sans bold
Motor Oil 1937 regular
DIN Condensed bold
POWERUP
POWERUP
POWERUP
POWERUP
POWERUP
POWERUP
Playing with the
triangle in a letter
First Iterations / 21

14. POWERUP
POWERUP
POWERUP
POWERUP
POWERUP
POWERUP
POWERUP
POWERUP
POWERUP
POWERUP
POWERUP
POWERUP
POWERUP
Motor Oil has an elongated center
that extends above the capline in
the shape of a triangle
White bar shows separation be-
tween the letter and the triangle
22 / Power Up Logotype First Iterations / 23

15. POWER
POWER
POWER
POWER
POWER
POWER
POWER
24 / Power Up Logotype First Iterations / 25
Too pointy
Awkward looking

16. Second
Iterations
Second Iterations / 27
During critique, my class and I decided
to work based off of the triangle being
placed small above the W. They also
recommended trying different color
options so the two words pop.

17. POWERUP
POWERUP
POWERUP
POWERUP
POWERUP
POWERUP
Second Iterations / 2928 / Power Up Logotype
Looks nice and smooth
Good contrasting color

18. POWERUP
POWERUP
Wider triangler looks out
of place
Triangle blends nicely here
Second Iterations / 3130 / Power Up Logotype

19. Final
Logotype
Final Logotype / 33
I decided to use orange and blue for
my final logotype. I also decided to go
with the typeface choice of Futura.

20. Final Logotype / 3534 / Power Up Logotype
POWERUP
POWERUP
POWERUP

21. Final Logotype / 3736 / Power Up Logotype
POWERUP
POWERUP
POWERUP

22. Packaging
Packaging / 39
For the Power Up bar packaging I
wanted to still emphasize the triangle
shape while using the colors from the
logotype. I decided to make the pack-
age itself a triangle and the bar will
also be baked to fit into the package.

23. POWERUP
Double Chocolate Oat
N
utrition
facts
here
A first draft of my packaging.
Packaging / 4140 / Power Up Logotype

24. Packaging / 4342 / Power Up Logotype
Mint Chocolate Chip
POWERUP

25. 44 / Power Up Logotype
Although the concept of triangular shaped packaging seemed like
a good idea, it resembled dessert packaging too much and did not
look like it would be a good fit for a granola bar. The multicolored
triangles also did not to the packaging any favors as it looked too
high tech and Power Up is not a high tech company.
Packaging / 45

26. Packaging / 47
POWERUP
Chocolate
100% organic post workout protein bar
Gives you the strength to climb a mountain
NET WT 2 OZ / 57 G
Coconut
I changed the package to be shaped like a rectangle as opposed to
a triangle. I still wanted to try using the triangle shaped pattern I
had created in the last sketch so here I used them as portraying
mountains. Although it seemed like a good idea, the packaging
still did not look like food packaging.
46 / Power Up Logotype

27. Packaging / 4948 / Power Up Logotype
Chocolate Coffee Nut
POWERUPPost workout protein bar
NET WT 2 OZ / 57 G
This is my final packaging. I used imagery as the background to
display what flavor the bar is.

28. Packaging / 5150 / Power Up Logotype

29. Packaging / 5352 / Power Up Logotype
Mixed Berries
POWERUPPost workout protein bar
NET WT 2 OZ / 57 G
Here is my final packaging with a different flavor.