Brand Design: Kiki's Delivery Service
About kiki's delivery service
Kiki's Delivery Service is the blooming business of 13-year-old witch-in-training, Kiki, in Hayao Miyazaki's classic animated film.
The premise of the business is simple: Kiki delivers packages in her coastal town by broomstick.
Why I chose kiki's delivery service
Kiki's Delivery Service is a heart-warming coming of age story about independence, confidence, and fitting in.
It is also hands-down my favorite movie. I saw it for the first time in middle school, when I was a similar age to Kiki. Her struggle with magic mirrors my own relationship with creativity and depression. It was the first movie to make me cry. I will over-identify with Kiki until the day I die.
(You should really see this movie.)
For every branding project, I start with my branding questionnaire (which you can download from my Resource Library). It has five basic questions to give me an idea of what should be communicated in the final design.
What Is Being Offered?
Who Is It Being Offered To? (Ideal Client)
Gender: Men & Women
Age & Life Stage: Young and Middle-Aged Adults
Career: N/A (For personal use.)
Personality: Trendy, fast-paced
Pain Points (what they struggle with): Pairing speed with the personal touch of old-fashioned mail
Why Does What Is Being Offered Matter To Them?
Fast, local delivery that adds a touch of *magic* to gift-giving
How/Where Is It Offered?
Marketing: Signage, flyers, word-of-mouth
Delivery of Product/Service: By broom!
Magical, fast, fun
click on any design below to see it in high resolution
Based on the branding questionnaire, my goal in creating the moodboard was to create something charming and colorful, with a touch of old-fashioned charm. It was a delicate balance to strike: too charming, and it wouldn't appeal to men. Too colorful, and it would feel kiddy. Too old-fashioned, and it would feel kitschy.
I started with an fun illustration of Kiki on her broom. It's the most memorable part of her business, so why not capitalize on it? I paired it with a fun, chunky, condensed font to give the logo weight and keep it from looking stuffy.
For the second concept, I decided to lean more on the old-fashioned side of the moodboard aesthetic. I also thought a logo that can double as a postage stamp would be perfect for a delivery service.
For the final concept, I combined the illustrative quality of the first logo with the one-color stamp-like composition of the second. I rarely design vertical logos, since they can be hard to use well online, but since Kiki's business is mostly physical, I allowed myself to explore this direction.
I moved forward with concept #3, because the more complex, illustrated style felt the most magical - something I felt was missing from the first two concepts.
To polish up the logo, I touched up the stars/sparkles to make them more symmetrical, tweaked the positioning, and added a thin outer border for depth.
Because the main logo is vertical and highly detailed, it's not going to work for every design. So for situations that require a small logo or don't suit a vertical logo, I designed an alternate logo to use when the main logo won't fit.
For the type treatments, I mixed the quirky serif from the logo with a rounded modern san serif. Mixing the two very different fonts creates a fun and modern aesthetic.
The color palette needed to be bold and fun, yet sophisticated. The tan balances out the bold red, navy, and gold, and the white keeps the palette from being busy.
THANKS FOR READING!
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