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Logo and mascot design integration for Frangola

31 July 2010

Case Studios

Logo and mascot design integration for Frangola
Choose your language / Elige tu idioma:englishespañol

Hey buddies, in this entry I´m going to explain the different steps I use to create an illustrative logotype, from the first sketch to the final outcome.

Here I´m sharing some of my most hidden secrets :)

Brief of the project

Frangola is a small company located in Angola, which sells fried chicken. They found me through a design agency who made the briefing of the project and subsequent applications of the design.

The client wanted an illustrative logotype with integrated mascot. On one hand, he wanted to cause graphic impact when printing in very big sizes, on the other hand, it had to be readable in small sizes. Later we´ll see the different versions I designed to work this out.

The design had to transmit freshness,confidence, optimism, health, flavour, quality.

The sketch

To transmit the mentioned values I chose this typography named Dholphins, a good choice?.


The instructions were quite simple. The client wanted to incorporate the character popping out of a circle, in a confident attitude, showing that their chicken is the number one. I offered various compositions, using this character I designed some time ago as reference.

first proposal

The client picked the first one.

My idea was to design a logotype that was easy to simplify. In small sizes, we could supress the illustration and keep just the brand. We´re taking this point again later.

Drawing the character

The client described the character as a hen with the next attributes:

  • Tasty
  • Fleshy
  • Fresh
  • With bright eyes
  • With confidence
  • Showing to be the number one
  • With a feminine touch

Drawing process

The client´s corrections (just once, and not to be taken as a precedent :P ) really improved the final design. The character gained some weight, we softed the lines to make the plumage smoother. We also gave it some volume and increased the curvature of the back to make the action line more pronounced. This way we get a more interesting pose.

action lines

Pay attention to the change in the action line, the second pose works better.

Designing the final logotype

After some correctiones here we have the final sketch. Notice that we curved the brand a bit to give it more dynamism. We also changed the position of the character´s hand, the client chose this gesture among other five ones.

final sketch

Let´s focus first on the brand, it has to work independently from the illustration. We´ll integrate the character later.

About the fire, I though warm colors would fit, so I picked yellow and brown.

logo design

When you´re designing an illustrative logotype, you must choose the colors carefully. The logotype has to be readable as well as nice. I suggest this test to check it:

Contrast in logo design

Desaturating the image will be enough. If the brand is still readable, that means we made a good choice with the colors. As you can see, in the image on the left there´s not enough contrast between the yellow and the brown background, whereas in the image on the right, the contrast is correct.

Coloring the character

I used Photoshop for the color, as I usually do. The most difficult part was to paint the plumage, I painted it all in just one tone, and then I added different shades. If you want to learn more about this technique, you can watch this video.

Here you can see the evolution of the character.

Photoshop coloring

  • Advise 1: add plenty of layers. I started the plumage with a nearly-monochromatic shading, and then I added more layers with different shades.
  • Advise 2: use the different fusion modes with the layers, this way you´re adding volume. "Screen" mode is good to lighten areas, while "Multiply" mode is good to darken areas.
  • Advise 3: if you want the illustration to look "alive", paint the lines.
  • Advise 4: when you´re finished, flat the layers and use "Dodge Tool" to merge tones and emphasize some areas.

Integrating the character with the logotype

On one hand we have the brand, on the other hand we have the character. Now let´s integrate them both.

final design


Remember: One of our goals was to design an eye-catching logo to print in big sizes, but we also needed a simplified version to print in small sizes, which still had to be fully readable.

different logo versions

So we designed different versions of the logotype:

  1. Full color brand in detail
  2. Brand in 1 and 2 colors, without detail
  3. Full color character and black&white
  4. Full color brand + character and black&white.

Final outcome

Mascot and logo design By SOSFactory

As good designers we are, we must pay attention to the presentation of our final work :)

If you have any contributions, criticism or questions, please comment. I´ll reply as soon as possible.

See you soon!!!

This post was written by:

- who has written 58 posts on SOSFactory Blog.

My name’s Sergio Ordoñez I´m illustrator, graphic and web designer. A selection of my work is included at SOSFactory. If you want to support this blog, please be an active member: tweet the posts, participate in the discussions and the exercises :)

Contact the author

  • Nigel

    great walk through mate , I’ve been a fan for some time, nice to see how you get it done :)

  • teppou

    A great read once again, thanks!

  • Arya

    Nice one buddy, great to see the work flow, learned a few things.Really loved the evolution part of the Character.

    I have few question,

    1.Do you always color and shade the full character even if you know only the top half of the character is going to be used in the final render ?

    2. since I work mostly/exclusively in Illustrator, I was wondering is it easier to do the type of shading you did on the character in Photoshop then in Illustrator ? What would you advice, should I learn Photoshop if I want to do characters of this level of details,if yes, how easy or difficult it is to do it without a tablet, and also for Photoshop, what resolution do you work in ?

  • Mista Buggs

    Your work is just AMAZING Sergio!!

  • Sergio Ordonez

    Hi Arya, you are welcome :)

    1.- Not always, just if the budget is reasonable and the client is interested in having the character as a standalone design to print corporate stuff.

    2.- You can get almost the same outcome whatever software you use but I find vectors more time consuming and tricky, specially for so detailed illustrations, anyway just a personal preference.

    I always draw and paint 90% of my illustrations in Photoshop because I have a Wacom Cintiq, I loose scalability but win in efficiency.

    If you don´t have a tablet there is no advantage over Illustrator because you will need to use the vectorial tools anyway. So actually better using Illustrator if you are familiar with it.

    In Photoshop I use canvas up to 8.000×8.000px, it´s enough for 99% of my requests. For big prints Illustrator is a must.

    I hope it hepls :)

  • Mikael Cubillan

    Hola master Sergio!

    As always your work is great!

    You hit what the client wants, I wonder if you use a questionnaire to clients on design briefing?

    Sometimes I got problems to deal on the clients because they don’t know what they want, any suggestions?

  • Sergio Ordonez

    Hi Mikael, thanks a lot :)

    I have just a standard brief (, sometimes I even don´t use a brief, it depends on the client.

    There is clients who fill hundred of questions, tell you to make hundred of revisions and they still are not satisfied, they think more corrections you make better will be the design when actually could be the opposite. My best designs didn´t need more than a couple of corrections.

    In other hand, there is clients with clear ideas, maybe just a feeling and can communicate it in a few sentences (like Frangola). Then they trust your judgement, give you full freedom and the work goes smooth, fun and nice.

    The key is identifying both kind of clients and choose the second type… how to do this? I have no idea my friend, with time you get a feeling but never will know until you do the work.

  • Mikael Cubillan

    Thanks Master Sergio,

    The brief you mention is a great help.

    Yeah I think your right about the clients…

    I just ask about the brief because some clients ask to revise the work
    different from the description they provide earlier, sometimes it takes
    me more than a week just to do that revisions or start again because they have new idea.

    Well, I’m just a newbie dealing on clients, I think I need more experience :)

  • Arya


    So I think I would stick to Illustrator then :)
    Hope I would be able to achieve at least 50% of what you are capable of.
    Great stuff.


  • Onigumo

    I’m my job i make a lot of logos about chicken food and rooster, but your work is awesome, I am a faithful follower of your work and put in practice your tutorials to improve my work.


  • Andrés Mejía

    Very interesting. I’m not a designer myself, but I found this quite amusing and inspiring!

  • Rosty

    Hola Sergio, que tal??
    He estado siguiendo tu blog desde hace tiempo pero nunca había comentado nada pero ya surgió el momento, jajaja.
    Tienes un super estilacho y estoy tomando esto para aplicarlo a mis diseños y crear mi estilo.
    Oka mi pregunta es: en el logotipo ilustrativo de Frangola aplicas unos brillos finales, esos los haces a pulso o aplicas algún efecto en photoshop? y que seria mas factible usar Illustrator o Photoshop para elaborar este tipo de logos? se que hay muchos factores que influyen y también consideraras lo que busco pero siendo un logo y teniendo en consideración que debes usarlo para cualquier tipo de formato ya sea impreso o web no seria mejor tenerlo en vectores? esto es solo una curiosidad que me surge considerando un poco la complejidad de alguno (casi todos, jajajaja) de tus trabajos.


  • makou

    This is cool, thank Sergio, you are the master


  • Sergio Ordonez

    Hello Rosty,

    a pulso sería complicado, para esos brillos suelo usar estilos de capa y transformaciones como crear contornos a partir de selecciones, algún toque de pincel de vez en cuando y sobretodo gradientes.

    El software es cuestión de preferencias, el resultado puede ser idéntico en ambos casos. Personalmente me encuentro más cómodo con Photoshop. Trabajo en altas resoluciones, si el cliente necesita imprimir a grandes tamaños puedo crear una versión simplificada o crear todo en vectores si el presupuesto lo permite.

    Muchas gracias a todos!

  • Pingback: Tutorial, crea un logotipo y su mascota | - Blog sobre diseño grafico en general y curiosidades

  • Rosty

    Super Gracias por responder tan rápido y aclarar mis dudas.
    Espero sigas así

  • Shidus

    Hi Sergio!

    As you can see I’m trying to write in English. Well, maybe with a little help from the translator. xDDDD

    Great work, all your posts are magnificient and I’m going through here yet to see your posts.

    Well, in the end, this was not so difficult, or so I hope… ^^

    Thanks & Bye

  • IkazNarsis

    Nice master sergio, inspirations for me, thanks..

  • Nelutu

    Beautiful design :)

  • Adriana

    Hola Sergio, vi dos de tus ilustraciones de chicas en Incredimail, y me preguntaba si habais colaborado con ellos o te robaron las caritas al descaro.tengo la imagen si gustas te la envio

  • Sergio Ordonez

    Hola Adriana, me contrataron para que diseñara varios avatares, todo está correcto, gracias :)

  • Adriana

    jajaj ok, nada mas era para asegurarme, no me gusta que roben XD

  • remo

    I can say wow! Beautiful color combination.

  • remo

    Hi Sergio can u help me to learn shading and highlights in vector drawing. If possible please suggest some blog/website.

  • Sergio Ordonez
  • andy

    awesome skill.
    no other words..

  • hauff

    Just amazing, fantastic and inspirational. Thanks for sharing!

  • AuraRinoa

    May I ask you which resolution you use to make that?
    8.000 x 8.000 px (RGB? 300 dpi?)

    Thanks :)

  • Sergio Ordonez

    Hi AuraRinoa, yes, around 8.000×8.000px at 300 dpi if you plain to print.

  • AuraRinoa

    Thank you so much ^_^
    Pfff :( My chicken is not so good as yours XD

  • AuraRinoa
  • Humberto

    Esta excelente, y es muy admirable que compartas tus técnicas


  • Cristhiancr

    Hey!, Hola Sergio, Oye una preguntota.. ¿Dibujas el personaje.. pero como lo subes a la PC? Escaneas o algo parecido? o algún programa?, Lo que pasa es que si sé dibujar… se manejar Photoshop… y me han pedido realizar un logo con su personaje o mascota, como proyecto de mi escuela… y bueno… No se como crear ese Personaje… lo dibujo y lo escaneo o como? o es directo en algún Software?
    Te mando un saludo y te felicito por ese gran trabajo en el cual quede asombrado, esta genial.. espero y pueda crear estos tipos de ediciones y creaciones, al igual que tú.
    Un saludo y espero me puedas ayudar.

    • Sergio Ordonez

      Hola Cristhian, muchas gracias :)

      yo suelo dibujar directamente en la computadora gracias a mi Wacom Cintiq, pero es un aparato muy caro. Existen tabletas más baratas pero no son igual de buenas para dibujar puesto que no dibujas directamente sobre la pantalla.

      Así que lo mejor sería dibujar en papel, escanear y después entintar y colorear en Photoshop o Illustrator.


  • Cristhiancr

    A muy bien Sergio, gracias por responder….
    bueno pues empezare a crear mi boceto jaja, por que, no cuento ahora con recursos para comprar la tableta jeje… en fin.

    Un Saludo y Gracias por Responder a Mi Duda.

  • Ryan

    I liked seeing the development and the progress of the mascot illustration. The final design is definitely beautiful especially with the colors added in. It brought life to the overall drawing. For the past few days, I have been googling to find inspiration for my mascot design for an event I will be part of. And what I saw was definitely inspiring. The overall look of the Frangola illustration was perfectly balanced with the color and the proportions. I am now having my mascot drawing done. The initial sketches they sent were great and the price was relatively affordable compared to others. I liked how it looked thus far and I believe with some tweaks, it is going to look awesome. I did gave my designer this link as a reference point. Anyway, keep up the good work. Your blog rocks.

  • javier hernandez

    hola sergio:
    te sigo desde hace 2 años cuando empeze con este de querer ser un diseñador como tú y te veo casi todos los dias, eres lo maximo hopmbre gracias por todas las enseñanazas, y los retos pues cuando ilustrar tus dibujazos! yo me reto a tratar de lograr tus efectos casi nunca lo logro pero me fascina, encontrar como logras todos esos detalles y me emociono cuando lo logro.
    tengo una pregunta; yo hice unas tarjetas de mi empresa de expresion social, y mis dibujos los hice en photshop y cuaadno los lleve a la imprenta no me salieron como estaban en mi pc, me dijeron que tenia que hacer todo en vectores, pero pasas y resulta que me apegue tanto al photoshops, que me encabta dibujar sacenear, y en tintar, colorear en el mismo.
    crees que debo cambiarme a illustrator, o tienes algun secreto que me sirva para que mis dibujos no salgan tan tristes y oscuro, y se pixelen un poco cuando los lleve a ala imprenta.

    • Sergio Ordonez

      Hola Javier, muchas gracias, me alegra mucho :)

      1.- Creo que no entendiste bien, no te explicaron bien o no tenían mucha idea. Vamos a ver, si diseñas con bitmaps en alta resolución por ejemplo 7000x7000px no tendrás problemas de pixelado siempre que imprimas a tamaños más pequeños (si quieres imprimir más grande entonces deberías usar vectores).

      2.- Otra cuestión es el tema del color. No soy experto en impresión pero tengo un truquito. Abres tu imagen en Photoshop y presionas CTRL+Y para previsualizar en modo CMYK (observa que el título del lienzo cambia a RBG/CMYK). Si ves que los colores cambian demasiado (se apagan) es que usaste colores demasiado saturados. Para devolverla a RBG vuelves a darle a CTRL+Y.

      3.- La solución al tema de los colores es fácil, en el “color picker” cuanto más arriba y a la derecha más saturado es el color si coges valores extremos son irreproducibles en imprenta. Fíjate además que cuando coges uno de estos colores demasiado saturados te aparece un signo de exclamación (color no seguro), si clickas en él, te devolverá el color seguro más parecido.

      Photoshop color picker

      4.- Si después de esto no consigues una impresión decente ya es culpa del que imprime, ya sea por la tinta, la maquinaria o el papel.

      en la ventana emergente de selección de color

  • Esphan

    Nice show man :)

  • Froi40

    i’ve been wanting to find works such as your in the internet. Now i’ve found the best tutorial you shared with us. Sergio thank you very much for this.

  • Ocriador10listas

    Para la logo photoshop o Illustrator? Gracias:)

    • Sergio Ordonez

      Depende de las necesidades del cliente y del presupuesto. Siempre es mejor vectores, pero si el logotipo es de tipo ilustrativo se invierte más tiempo, por tanto es más costoso. Si el cliente no va a imprimir a tamaños exageradamente grandes, con un archivo de Photoshop en alta resolución, es bastante.

  • Wisnu

    Sergio look at this..!! you have to see this!!!!

    This man, his name is Tito, from indonesia, he put your work on his website without your permission, and they translate it into Indonesia language, so people will think that he’s the designer.. and even change the country Angola that you stated here into Kalimantan (Indonesia)… what do you say about this?
    Please email me…

  • jopicar

    Hola Sergio!

    Como siempre, impresionante trabajo y gran explicación de todo el proceso, contigo siempre se aprende.

    Gracias por compartirlo, eres un crack!!

    Un saludo!