Shortcake Secondary Logo

Secondary logo for Shortcake, a twist on infant and kids everyday apparel with an urban/hipster vibe.

The logo was created for my cousin, Jamie. The business name was a term of endearment from Jamie's Dad (Jim) who called her "Shortcake". He tragically passed away when Jamie was young and is the inspiration for her business. He reminds her that life is short and to chase your dreams because tomorrow is never promised.

I knew somehow paying tribute to her Dad in the design was a key ingredient. As a way to honor him, you may notice the subtle "j" and "m" in the hair to represent his initials.

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