Evan Gendell’s brand identities are love letters to the rich texture of Detroit

Evan Gendell’s graphic design work is heavily inspired by Detroit, where he was born and is currently based. Focusing on identity, design, custom type and animation, the clients he works for are from Detroit themselves, creating a dialogue of lived experience between the two. The visual identity for Spot, a “food pop-up serving down-to-earth eats and block party vibes” needed a mark that could travel from location to location easily. The large ‘O’ shape acts as not just a dinner plate but also a turntable, a reference to Detroit’s history with techno music.

Superbloom is another local creative Detroit client who specialises in florals and event design. In this identity, Evan centred the almost cinematic beauty of nature. “The Superbloom identity embodies the presence of both perfect geometry and organic spontaneity in florals,” says Evan. “Pairing simple geometric flowers with organic, flickering movement encapsulates these two elements of nature.” The grainy, super 8-esque logo blooms like a flower fed by sun, imbuing the identity with warmth.

“I’m motivated by fellow independent makers and doers where we want to see one another succeed,” says Evan. “You can feel a specific momentum in Detroit that encourages people to start small businesses, because you know your community will be there to support you in whatever way they can to help your vision come to life.” In both identities, Detroit is depicted as a hub of creativity and growth – if all you knew about Detroit was through Evan’s tactile design work, you’d believe it’s a city full of melody, playfulness and evolution.