Iron Graphics, Illustration and Visual Communication Design · 2024
Unicorn Rebrand Visual Identity
by Yating Liu
- A' Design Award 2024 Iron Winner in Graphics, Illustration and Visual Communication Design
- Awarded April 15, 2024
- CLIENT: Yating Liu
- Estimated Number of Design Views: 11,140
- Verification code FB0204DB0D · Verify this award
About Unicorn Rebrand Visual Identity
Designer Yating Liu has refreshed a New York Mexican food truck's brand in an experimental project. The design uses vibrant colors and badges to appeal to young students. In the logo, "Uni" represents university, while "Corn" stands for Tacos. The unicorn theme, popular among youth, fits with the brand's weekly introduction of new flavors. The logo creatively combines elements following Spanish grammar. Menu items also include college-related terms, ensuring a unified visual system tied to the brand's essence.
Press Kit
- Unique Properties
- "Unicorn" has a dual meaning: it signifies the mythical animal "Unicorn", aligning with the brand's weekly flavor launches, and it can be dissected into "Uni" and "CORN," representing "university" (as the food truck targets college students near universities) and "the taco". The exclamation mark at the end of the logo mirrors the third letter "i," a distinctive punctuation mark in Spanish.
- Dimensions & Packaging
- Loyalty card 90mm x 54mm
- Tags
- Logo, visual identity, branding, corporate identity, graphic design, food identity, New York
- Production Technology
- The logo is easily applied to stationery, packaging and menu designs, and other various applications including loyalty card, balloon, badges, taco truck graphic, apron and tape designs.
- Design Challenge
- This brand design challenge is how to make every element in the design closely connected to the brand's core, ultimately forming a cohesive and unified visual system. Like the logo design which skillfully incorporates various pieces of information, such as the brand's origin, product characteristics, and target audience, into a simple graphic without losing uniqueness and detail.
- Project Duration
- The project started in July 2021 and finished in September 2021 in Beijing, China.
- Operation Flow
- The design features a lively and bold color palette, complemented by badge graphics that resonate with the college student identity. These elements work together to create a more enticing brand image, appealing to a youthful audience. Additionally, each product name in the menu design cleverly incorporates words closely related to college life, such as "all-nighter," "group project," "brainstorm," and more, ensuring that every element in the design is closely connected to the brand's core, ultimately forming a cohesive and unified visual system.
- Research
- The overall logo takes a semi-circular shape, cleverly mirroring the appearance of Taco corn tortillas. The letters "i" in "UNi" in the name, along with the exclamation mark at the end, form a mirrored pattern, adhering to the rules of Spanish grammar.
- Inspiration
- This is a rebranding project for Unicorn Taco, a New York-based taco brand specializing in Mexican food. The design features a lively and bold color palette, complemented by badge graphics that resonate with the college student identity. These elements work together to create a more enticing brand image, appealing to a youthful audience.
Colors of Unicorn Rebrand Visual Identity
Design Interview about Unicorn Rebrand Visual Identity
This is a rebranding project for Unicorn Taco, a New York-based taco brand specializing in Mexican food. The design features a lively and bold color palette, complemented by badge graphics that resonate with the college student identity. These elements work together to create a more enticing brand image, appealing to a youthful audience.
After winning the award, I will reach out to various media outlets to publicize my achievement and share my creative philosophy with a wider audience. I also hope to connect with like-minded designers through this exposure. Additionally, I plan to participate in several exhibitions, which is an excellent way to promote my work and meet designers from around the world.
I spent approximately six months completing this work. Of course, I didn't work on it every day; the process included brainstorming the name, designing the logo, and making numerous adjustments and revisions along the way.
College student in New York City
"Unicorn" carries a dual meaning: it represents the mythical creature "Unicorn," aligning with the brand's weekly flavor launches, and can also be split into "Uni" and "CORN," symbolizing "university" (as the food truck targets college students near universities) and "the taco." The exclamation mark at the end of the logo mimics the third letter "i," a distinctive punctuation mark in Spanish.
I primarily used Adobe Illustrator and Photoshop to complete this work.
The design showcases a vibrant and bold color palette, enhanced by badge graphics that resonate with the identity of college students. These elements collaborate to craft a more appealing brand image for a youthful audience. Moreover, each product name in the menu design cleverly incorporates terms closely related to college life, such as "all-nighter," "group project," and "brainstorm," ensuring that every aspect of the design is closely tied to the brand's core, ultimately creating a cohesive and unified visual system.
The challenge of this brand design is to ensure that every element is closely connected to the brand's core, resulting in a cohesive and unified visual system. For instance, the logo design effectively integrates various pieces of information—such as the brand's origin, product characteristics, and target audience—into a simple yet unique and detailed graphic.