I'm being literal when I say "little" – three letters to be exact! This is a logo project for a local dealership that's been fun. Kind of tricky because this family owned company is three generations strong opened in 1937. Its a fine balance trying to keep a traditional, classic look and bring it into a contemporary style as well. The more I look the more license plates I see with Hug which is cool! It feels kind of like updating a company like Gap or JCPenney! A bit intimidating. Here's some sketches and concepts I've come up with -feedback welcome!
All of these are hand drawn letters and started as a sketch. No fonts used except on the "since 1937" words. I wanted to give them a completely custom design.
There are a few I REALLY dislike in the second and third set. But I think its interesting to look at the concepts as a whole and see what's successful and whats not so hot. You might guess which ones I feel are the most viable.