CLIENT
THE MEAT LOCKER
- Logo & Identity Design
- Print Design
ABOUT
The Meat Locker, developed as a Technical Assistance Program (TAP) website, is an initiative by the American Meat Science Association (AMSA). This program is specifically designed to cater to the needs of small and medium meat processors, offering them a valuable repository of technical and helpful information. By focusing on approachability and creating a welcoming atmosphere, The Meat Locker aims to provide a user-friendly platform for small business owners who may not be well-versed in the intricate technicalities of meat processing.
I created the logo and branding for this initiative, and provided the elements and details which act as the art direction for the website.
LOGO DESIGN
This is the primary logo for The Meat Locker. I hand-drew the letters to have sharp angles to compliment the boldness of the overall brand.
The icon is a combination of a meat cleaver and a key to represent the organization’s goal to “unlock” the information needed to better your plant operations.
Brand guide
LOGO SYSTEM
The primary logo can be used in reverse, on a dark color background.
The client also needed an option to embroider the logo on clothing to wear at tradeshows and conventions. When the logo is embroidered in a small space, such as a patch on a sleeve, the primary logo’s words will be too small to be legible. To solve this issue, I created another version, shown below, where the words usually in the mark are placed beneath the badge.
The icon can be used alone on material where the primary logo doesn’t fit.
COLOR PALETTE
ONE-PAGE BRAND GUIDE
EXAMPLE COLLATERAL
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Mezclada Brand Photoshoot
PHOTOGRAPHY Mezclada BRAND SHOOT Stock Photo Library
Maddock Ranch Stock Photography Library
PHOTOGRAPHY MADDOCK RANCH Stock Photo Library
AMSA Annual Report
CLIENT American Meat science association, annual report Print Design Layout Design ABOUT The American Meat