Sundaymarket SG, a locally-owned cafe, appointed me to design a logo for its upcoming subsidiary, The Ugly Duckling. The Ugly Duckling will be a food truck business, serving menu items that focusses on duck meat.
In their design brief, The Ugly Duckling wanted a logo which incorporates a duck motif, accompanied by the colours yellow, black and red. They also suggested the idea of a chalkboard-themed logo.
A total of 6 initial drafts were sketched, upon which the owners selected 3 to be vectorised.
The final logo was not part of the initial drafts, and was created spontaneously on Adobe Illustrator CC. The letters within the duck were handlettered using a Wacom tablet and given a grungy overlay to emulate the look of chalk on a chalkboard.
Usage of Logo