Jennifer Machen
graphic designer

The Fitz / Branding


The Fitz

Logo and Stationery Suite

Using the prompt "blue" a logo and accompanying stationery suite was created for a fictional jazz bar and grill located in downtown Memphis, Tennessee

The concept behind the logo was to create the rhythm and emotion behind jazz and blues music using a subtle italic, and manipulating type so that it "flowed". Color usage was used to mimic the excitement and passion behind the music, and emulate the atmosphere of the location. Accompanying brand material included a business card, cover letter, envelope, drinks menu, and folder that the business would use daily.