On A Dime Transformations Logo | 2021

The Original On A Dime Transformations Logo.

When I joined the company, the first task assigned to me was updating the logo. The concept was already there, inspired by a story my boss heard about the founder of Second Cup. I was given the original design, as well as the key themes they wanted to portray: transformation, infinite journey, human-centered. The blue colour was set, but I was free to expand the colour scheme if I wanted. The font as well, needed an update.

“Our logo pays homage to the story of transformation. The logo shows a person transforming through a dime. The individual is reaching upward, and the stance is of a strong, humble warrior.” This was the description of the logo outlined in the brand brief, and what my design was to be based on. The image of the man, as well the dime were elements that the founders insisted on keeping. How they were depicted, however, was completely up to me.