Takyl Home

Logo + Branding
Cleveland, OH

Takyl Home (pronounced like tackle) is an Amazon product brand for Spectrum/Tovolo that I created a custom font logo for. The idea behind Takyl was to have a uniform brand for both Spectrum and Tovolo products to be sold under on Amazon as well as at other retailers such as TJ Maxx and Ross. The end result was a 100% custom typeface concept

Concepting & Brand Development

For Takyl Home, the marketing team wanted it to have a utilitarian feel with a focus on typography rather than an icon or combination mark. I looked at a variety of fonts that had that type of feel to them and made a couple of totally custom typefaces as well. Other designers on the team worked on some concepts as well.

For these concepts, we looked at various shades of blue and teal as the accent color. Then I looked at different ways to play with the letterforms, their similarities to one another and the way they interact within the word.

After presenting the first round concepts to the marketing team, we narrowed in on six concepts - four of my own and two from another designer. We also decided on a shade of teal as the accent color.

Then, we presented to the executive team. The custom-made sans serif font was the favorite, but they wanted the brand to have a monochromatic look, so we dropped the teal. They also wanted the words to be stacked so that it wasn’t such a wide, skinny logo. When we did that, our creative director wanted to see if we could make it so that we didn’t have one lone descender in the ‘y’. From there, I created several different ‘y’ options. We narrowed it down to three, then picked the one we thought felt most comfortable within the word. After that was selected we looked at all lowercase and all caps versions for the word ‘home’ and made the final selection from there.