Sometimes you wake up with a nugget of an idea and decide to run with it. This is the first part of one of those. A few weeks I woke up with the phrases "So fresh," "So smooth," and "So clean," in my head and decided to build them out into animations, somehow. 

I ended up choosing to design a logo for each word based on rules that I created as I went along. The type treatment consisted of a two lettermark, fR (lower case/UPPER CASE), and a wordmark, fRSh, with a variation of lower and upper case letters surrounded by a designed shape mark based on different basic shapes.

 

Outside of those basic guidelines each logo reveal is completely different and explores different conceptual attachments to the word. In other words they hopefully aren't the regular run-of-the-mill logo reveals. All flexing some latent skills as well as putting some new ones to use.