Brought into the project at it’s earliest stage, Spicy was tasked with facilitating the naming of a new art gallery and gift store located in East Aurora, NY. Named ERLO, after the store owner’s unique signature – a combination of her first and last name initials – became the name of this one-of-a-kind store. The process of developing a custom logotype to compliment the name involved exploration of various typefaces and color ways. Ultimately a timeless yet playful black and white design emerged as the official logotype of the brand.
