The Project
In business since 1976, Damascene Book Cellar has existed without any specific branding or identity. While independently owned by Dan Birnbaum, the store is under contract with SUNY Oneonta to sell textbooks for the college. With a planned location change in the works for 2017, I was brought in to help give the store its own unique identity while still functioning as an extension of SUNY Oneonta.
Deliverables
I worked with the client to create a logo that could serve as a stand-alone business identity while naturally fitting into the college. Playing off of the much beloved SUNY Oneonta dragon that is used throughout the school, I developed a red dragon character completely unique to Damascene. The new dragon allows Damascene Book Cellar to be its own entity while staying connected to the college environment. I delivered the logo with and without the tagline in red and black, created business cards for employees, and designed stationary and envelopes. Future plans for the logo include using the icon on shopping bags and branded merchandise.
SUNY Oneonta Red Dragon
Results
The store owner and staff are delighted that the logo has added an air of professionalism to the store while also providing a level of visibility and recognition which the store did not have before the logo was rolled out. The client is extremely pleased with the branding and looks forward to utilizing the logo in new and creative ways.