Will Hugo is a 21st-century, lifestyle merchandiser seeking to create strong emotional bonds with our customers through special experiences and events.
Concept & Identity
The idea behind Will Hugo was to create a brand and identity of a person that would organize all the hip and fun events in your city. Will Hugo is a fictional persona from the Golden Twenties, and is a condensed version of "Will You Go?"
The logo design started from there—sketching different ideas for a couple days and getting creative with no boundaries or guidelines was very inspiring. The team gave me complete freedom on which direction the logo could go. I played around with two different concepts. For the first idea, I wanted to explore various typefaces that would fit to the overall theme of the Golden Twenties and Art Deco. The second option was to give Will Hugo an actual face.
The logos presented a great idea of Will Hugo but it felt a bit too outdated. Even though Will Hugo highlights the Golden Twenties, we still wanted to attract younger people. The logo then took a turn towards a more modern and timely look and feel. The concept was to create a playful look that had some modern- mystique to it. The initials W and H were created to work with.