Design done through AKT. Logo concept for Hourglass Social House in Orlando, FL, using custom text for "Hourglass."
![](https://pro2-bar-s3-cdn-cf5.myportfolio.com/66d1c678c1f06623d03b91ab495fc365/66b5a7ad-9b03-4b8b-96df-fad0278be933_rw_1200.jpg?h=f16331f8f3349e339c672e510e8819d0)
Final approved logo.
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/66d1c678c1f06623d03b91ab495fc365/73562d65-a604-4eaa-8114-c12371303dad_rw_1200.jpg?h=7597b64babd919eb957564b3c6981849)
Work in progress, beginning with preliminary sketches and continuing with framing the text for "Hourglass." I took old-fashion saloon signage as initial inspiration for the logo, but the project soon evolved into a cleaner direction.
![](https://pro2-bar-s3-cdn-cf4.myportfolio.com/66d1c678c1f06623d03b91ab495fc365/f16af879-8873-4488-bf4d-bac47794fa51_rw_1200.jpg?h=f649a31e65ec9a64932dadf23c8d885f)
Logo variants. I chose Century Gothic Bold for the "Social House" text to keep the over-all logo clean and modern.
![](https://pro2-bar-s3-cdn-cf.myportfolio.com/66d1c678c1f06623d03b91ab495fc365/bebdb7d0-e04e-4d2d-aabd-401a5453b38b_rw_1200.jpg?h=ced03a35de8bcee791035fb4c77d814e)
The hourglass-shaped "g" serves as the recognizable icon for the brand.
![](https://pro2-bar-s3-cdn-cf3.myportfolio.com/66d1c678c1f06623d03b91ab495fc365/e745b85c-7d6f-4f12-8d29-3bb56294d04e_rw_1200.jpg?h=ff15ba6d9d580ce476d14b730cd62493)
Conceptual mock. Original photo by Drew Coffman.