Gluten Free Girl Friend
For the last 24 years, the letters “gf” have only ever meant one thing to me: girl friend. However, in February 2024, I found out that I was highly sensitive to wheat products (as well as dairy and peanut products). Since then, the letters “gf” have taken on a whole new meaning to me. One day over text, I went to shorten the words “gluten free” (as one does) to “gf” and I realized the obvious: “gluten free” and “girl friend” share the same abbreviation. Thinking I was on to something, I searched “gluten free girl friend” on Google. To my dismay, it already existed. Although I had planned on branding the name myself, in good conscience, I have to call this a rebrand.
Colored Logos
I wanted to keep the branding friendly, but more mature. It seems to be common practice that allergy-sensitive establishments take on hot pink and sky blue identities, which holds true when looking at the original “Gluten Free Girl Friend” branding. I thought there was a much more effective way to approach this. For the icon, I created something that could be interpreted as wheat, bread, or even braided hair. This ties together the “gluten free” and “girl friend” portions of the brand in a way I didn’t anticipate.
The secondary logo was where the sequential “gf” got to come into play. I added the icon to fill the awkward space, and to further tie the two abbreviations together.
Black and White Logos
