Great Scott Vintage
brand identity
branding • illustration
Great Scott Vintage is a curated vintage brand that blends rugged charm with playful nostalgia. As the sole designer, I led the development of a full identity system that reflects a spirit of exploration, character, and story-driven retail.
Rooted in a modern yet nostalgic tone, the brand draws from the American West and vintage storefront culture, offering apparel, collectibles, and lifestyle goods. The process included mood alignment, custom illustrations, logo refinement, and a flexible type system—resulting in a confident, expressive identity that scales seamlessly across packaging, signage, and digital platforms.
Process
Round 1 Exploration
For the first round of logo development for Great Scott Vintage, I led the creation of two distinct visual directions—each grounded in strategic insights drawn from client discussions, moodboarding, and brand positioning.
★ Direction A - Modern, Bold, Playful
The visual language pairs clean illustrations and playful badge systems with bold, accessible typography. Feminine details add personality and strength, creating a tone that feels approachable, confident, and intentionally light-hearted.
Direction B - Vintage, Weathered, Storied
The visual language blends textured, handcrafted illustration with retro Americana influences and timeless, worn typography—creating a rugged, character-rich tone with a sense of history and authenticity.
Round 2 Exploration
This round builds on the client’s preference for a bold, modern, and playful brand. Each direction features key motifs—vintage Americana, western charm, and personal heritage—grounded in details like the grandmother’s influence and the iconic fish lamp. The exploration focuses on how style, typography, color, and layout can shift tone while maintaining a cohesive visual language.
Direction 1 - Confident & Impactful
A bold, high-contrast system with rounded type and nostalgic illustrations inspired by Americana signage. Expressive and durable, designed to stand out with confidence and character.
Direction 2 - Soft & Modern
Clean typography and monoline illustrations paired with a soft, earthy palette. Calm and contemporary with subtle vintage influence and a warm, approachable tone.
Direction 3 - Sweet & Feminine
Playful and nostalgic with pink-forward tones, retro type, and mid-century details. Evokes charm and polish, drawing from vintage beauty and packaging ephemera.
Direction 4 - Editorial & Collected
Refined serif and script typography, cooler tones, and stamp-like illustrations. Minimal, timeless, and rooted in storytelling with a quiet confidence.
★ Direction 5 - Bold & Spirited
A rugged yet clean system inspired by vintage Western graphics. Features strong slab serif type, simple illustrations, and a grounded color palette that nods to adventure and heritage.
Round 3 Exploration
Informed by client feedback from Round 2, this phase focused on refining the selected direction. The system was expanded to include flexible secondary marks, refined typography, and explorations of color palette that balanced warmth, boldness, and vintage charm.
Finalization
Primary Logomarks
The primary logos are bold, memorable marks that form the foundation of the brand identity. The fish lamp is graphic and iconic—ideal for high-visibility applications like signage and packaging—while the logo of Grandma Jerry introduces a warm, illustrative tone that adds personality and nostalgia to the system.
Supporting Logomarks
These supporting logos enhance the brand’s flexibility across a range of applications. The set includes marks suited for side placements on packaging, signage, and smaller brand touchpoints. It also features a compact, circular option ideal for use as a stamp, icon, or profile image.
Wordmark & Typography
The Great Scott Vintage wordmark is based on the typeface Bachelor, chosen for its bold, retro-inspired look that feels both playful and elevated.
For this logo, the letterforms were slightly customized—refining spacing and proportions—to give the mark a more unique, balanced feel that’s specific to the brand.
To support the wordmark, we’re also using Tiller as a secondary typeface. It has a clean, modern style that pairs well with Bachelor and brings versatility to the system.
Color Palette
This palette blends deep, earthy hues with warm accents and soft neutrals, creating a balanced and inviting aesthetic. Its tones evoke a sense of nostalgia and familiarity, making it well-suited for designs that aim to feel both timeless and approachable.
