Uptown suites header

Letter U Logo Design: Uptown Suites Case Study

Letter U Logo Design: Uptown Suites Case Study 850 500 Nick Saporito

Objective

To create a letter U logo design for Uptown Suites — a tourism destination offering traveling professionals temporary residence in luxurious, high-end suites in a handful of large metropolitan areas across the US.

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Naturally, these are people who are looking to pay extra for comfort and amenities, and because of that, the design has to emanate a sense of luxury and status.

Letter U Logo Design

The idea the client and I immediately wanted to explore was the concept of using the letter U for the iconic mark in a sleek, creative style. After various rounds of ideas and revisions, we arrived at a concept that we felt best personified the brand.

Letter U Design Sketch

The design, in theory, is a conceptualization of the letter U with city architecture, and put at an angle for perspective in order to further complement the abstract visualization of a metropolitan skyline.

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The challenge was accomplishing this without it being overtly obvious, for example putting windows and spires on the buildings. That would’ve made the design look amateurish and a bit too literal when logos should really be conceptual and have a touch of abstract. This would’ve been an enormous mistake considering that the target audience is intended to be traveling professionals seeking high-end, luxurious residence.

Example of a literal skyline design

An example of a similar design that would be a bit too literal for this particular project. Source: logoarena.com

Gradients are Back in Style

For the colors we went with a gradient comprised of an electric red-ish pink transitioning to a sharp blue. This adds a modern touch, which I think works in this brand’s favor. Someone looking for a high-end residence is looking for something with modern amenities.

Uptown logo color gradient

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But as we all know, design trends come and go. So I made sure this design didn’t rely on its colors so it can function and maintain brand recognition, as should always be done when designing a logo. The design, at its core, can stand the test of time. We can always go back and make minor adjustments to accommodate new trends.

A good example of a brand that has handled the change of design trends of the years has been Apple…

Example of Apple's logo changes to accommodate design trends

Source: 1stwebdesigner.com

The trends come and go, but the iconic mark remains recognizable.

Typography

Acre font by Jonathan Ball

The letter U logo design came out so well that we decided to make it the primary focal point of the entire lockup, and just use a simple, sleek and timeless font for the wordmark. We went with Acre by Jonathan Ball — a font I recently discovered and have really been enjoying since.

Uptown Logo Design Lockup

The Finished Product…

Letter U Logo Design

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Nick Saporito

Nick Saporito is a Philadelphia-based graphic designer who specializes in branding-specific design. A full portfolio and information regarding services offered can be found at LogosByNick.com.

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