Love Is Free Edmonton

Those fine young gentleman from Branch Global had a vision for a Valentine’s Day event that was far from the typical flowers and chocolates.

The event was essentially a participatory date where the couple would cook their own meal via a cooking lesson with one of Edmonton’s top chefs, enjoy their own meal, and then dance the night away with a live band and plenty of drinks.

From the get go, the client really wanted to deviate from the usual colours associated with Valentine’s Day simply because this event was not like your typical Valentine’s Day outing.Avoiding the usual reds and pinks, I chose to use purple which is actually associated with evoking romantic feelings.

Keeping with the client’s desire to be off the Valentine’s norm, a strong, sans-serif font was chosen to make up the logo.No script or a serif font would do for the client. The typographic placement of the “LIFE” letters was inspired by the iconic “LOVE” monument located in New York City and created by Robert Indiana.

The heart balloons are a representation of what this event was all about. That LOVE, represented by these hearts, should be free, represented by the floating and drifting balloon.

The typeface “Aeroportal” was used in bold for all headlines, but versatile enough to also be used as body text. I chose this font, for its playful, friendly look, as well as its modern shape.