Midnight Soul
Medium: Logo Design
Tools Used: Adobe Illustrator
Design Focus: Typography as a visual language
Midnight Soul is a conceptual brand identity created for a group project, reimagining a Southern comfort food restaurant with a soulful, late-night jazz ambiance. The logo captures the essence of the brand through elegant typography, a celestial moon detail, and subtle musical notes that nod to the live jazz experience. Designed to evoke warmth, rhythm, and nostalgia, the visual identity blends tradition with a modern twist—inviting guests to indulge in rich flavors and soulful vibes under the glow of midnight.
The goal in designing the Midnight Soul logo was to visually capture the heart of the brand—a soulful, late-night Southern comfort food experience infused with jazz and warmth. I wanted the logo to feel like a melody people could see—something smooth, inviting, and rich with atmosphere. The golden curves of the typography reflect the rhythm of a slow jazz tune, while the retro font adds a playful, vintage flair inspired by 1940s New Orleans.