3 weeks
After Effects, Photoshop
Art Direction, Designer
Motion, Branding
Instructors: Jill Vartenigian and Erik Fadiman
During the logo development phase of our rebranding process for Ooink Ramen, my collaborator and I focused on two approaches, the first on the graphic possibilities of the noodles and the second on the visual appeal of the Abolition typeface. To create a deliverable for another class, I revisited the text-based logo with an emphasis on minimizing the typeface Abolitions’s associations with collegiate sports. How might the neon effect be adapted for another hip, urbane animated logo?
Inspired by the colors of Ooink’s signature numbing and spicy ramen broth, the alternative Ooink logo combines different hues of warm, deep, sophisticated reds. The allure of these rich colors conveys the hip vibe of innovative ramen culture. The play of the negative and positive spaces of the company’s name hints that the experience at the restaurant will be equally unconventional and worth investing time to experience.
Using inner shadow, inner and outer glow keyframes in After Effects layers, changes in color, opacity, and size simulated the flickering and glow of neon light. (Atechnique shared by Sam Lenarczak.) One key in this approach was to activate the negative space of the word “Ooink” as a visual metaphor for the chef’s innovative approach to ramen. The relationship between the positive and negative spaces of the restaurant’s name serves as a metaphor for their approach to traditional and forward-thinking cuisine. The animation sequence ends with the fade-in of an inner bevel on the word “ramen.”This feature adds a sense of formality and mass after the glowing and flickering neon effects. This feeling assures customers of Ooink’s steadfast commitment to quality.
