Research determined the main consumer base for the energy drink market ranges generally from 15 to 29 years of age and David has designed this distinctive brand logo called Vitalize Energy Drink to target that demographic. The font used for the logo is Myriad Black - a common typeface that is bold and contemporary. To make the font even bolder, David gave the font a thick white stroke and then placed another green stroke behind it to add more dimension. David broke from convention by randomly rotating each letter and moved each of them up and down individually until he achieved a fun and pleasing arrangement. The central focus of the logo is an italicized "L" which was incorporated into a lightning bolt symbol which visually represents the energy boost locked inside the beverage. For the product tag line, David chose a really cool typewriter style font called Adler Regular. This typeface has a "rough-around-the-edges" look with lots of visual artifacts surrounding each character. The overall effect of the energetic color pallet has tremendous appeal for the targeted market.
