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DESIGN CHALLENGE
LOGO MARK EXPLORATION
I combined the Valley Fair "V" with the "F" and turned it in to a clothing hanger. This solution is simple and clean yet effective. I was exploring the angle in which to orient this design for legibility.
FURTHER EXPLORATION
Valley Fair is an iconic Newark, New Jersey
discount store from the early sixties up until the two thousands. The challenge was to update this legendary brand and modernize it. This super discount center had literally everything from coats to hats and bags; a true variety store.
In this series of sketches I relied on a grid to dictate the proportions of my letters. I designed a badge that looks like a bag which speaks to the exactly what one would do at a shopping center.
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