A couple of years ago, I received a phone call from a very nice woman who was frustrated by the progress of things with the designer her husband had hired to create a logo and brand for their new company. After meeting with Mrs. Hermans, it was quickly determined that their needs were more than just logo in nature. The company, Dutchkinz at the time was a fledgling food start-up that was producing these fantastic tasting Poffertjes or poffer pancakes and Dutch Stroopwafel cookies.

After showing me the initial drawings and illustrator designs for their logo concept, we set to work. This is a classic example why a commercial artist is essential for certain services. The Dutchkinz logo is based on multiple components that require different skill sets to produce.

The first component is the Dutchkinz text based or logotype. This required pairing text and graphics to make a memorable lasting brand deserving a second look.

The next component required infusing Dutch culture into a multi-use branded image which conveys warmth, trust, and good taste. Sebastian Hermans had started integrating his two children into the logo which did not lend itself to cohesion. The children’s likenesses or caricatures were disproportionate and not well executed. Here’s where the classical art training behind being a commercial artist is essential. By looking at photos of the children, we were able to transfer their likeness to side profile images and then convey happy, warm, tasty, and even this product is delicious thoughts; with these two children holding a plate of poffer pancakes with their aroma rising from the stack.

Without correct anatomical construction, viewers would not be able to move past the malformed bodies of the children and the brand impact would be completely lost.

Once the logo and the branding were complete, packages, banners, collateral print material, apparel, and other essential marketing pieces were easily created.

Finally, after all pieces were client approved; all images, fonts and uses were placed in a standards book and sent to the legal council for the Trademarking process.

Dutchkinz Pre-imageProjektions

Dutchkinz Final Trademarked Hex Logo

Dutchkinz products can now be enjoyed at a major league ball field near you!

Rock on Sebastian!

About Chris Rabkin

Chris is a commercial artist and owner of imageProjektions Design Group. He lives in Florida with his wife Heather and their two children Brayden and Brinsley. Chris is an avid community contributor and is finding ways to give back to the community in effective and inventive ways. Chris and his son Brayden both race BMX and are very active in the BMX community in their area as well as in the BMX community outside the State of Florida.