During my senior year of college, I was working a co-op quarter in Palo Alto, CA. This is were my dream of opening a vintage store really begin to take place. When getting back to school for my last couple of quarters, I convinced my college professors help me develop my shop for my senior capstone project. Creating the identity for the shop was my first step in the process and here's a couple tips I have to get the most out of it:
1. Have a Meaning
I spent weeks coming up with the name of my shop. I thought I would never find the right fit and then one day it came to me - Atomic Number Ten, which inspired by the element Neon. (I've always had an affinity for science and at the time was really into neon/80's fashion). I took graphic styles from the periodic table and what looked up the color most associated with neon, which happens to be a bright reddish, orange. I had not had much graphic design instruction, so I decided to keep the logo clean and simple. Here's a look into my logo inspiration:
People seem to like hearing about the creative process of naming your business, so have a store to tell and be ready to share it!
2. Details
I decided to run with this science theme in the details of my shop for a little added fun and quirk. For my capstone project, I decided to focus on an accessory display. I couldn't really find much that fit the look I was going for, so I created my own perforated wall and used test tubes to hang the items on. I also made these movable skeletons which have orange lines from the accessory category to the corresponding body parts. Here's a couple photos:
I found these black circuit board parts and decided to use them as price tags. They follow the industrial, geometric look of my brand and I just safety pin them to the item and reuse them once the item sells. Not everyone notices these smaller details, but overall they reaffirm the identity of the brand you're creating.
3. Consistent Identity
I searched high and low for the right clothing racks and display tables. I happened upon some perfect rectangular display tables at a used fixture store, gave them a coat of orange paint and they were ready to go. The clothing racks are called Z-racks, which have orange, angular bases, a perfect fit for my brand.
Overall, my brand consists of simple geometric shapes and dark tones, with pops of bright orange and slight scientific undertones. Having this thoughtful foundation helps in making choices in the future. I think there's always room to grow and change, but these decisions are important building blocks of your brand.
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