The goal of this project was to develop a logo suite and identity centered around the 7 deadly sins. A logo was developed for each sin and each one follows the same theme. When researching the deadly sins, it became apparent that all these characteristics are ones that you would find in a toxic person. This realization is what developed a theme of animals of poison and venom. Animals of poison and venom reflect the metaphorical toxicity of the sins in a literal way.
GLUTTONY
Gluttony: habitual greed or over-indulgence
Black Widow Spider | Spiders store prey in their web and accumulate more food than they can eat
GREED
Greed: desire for material possessions or wealth
Blue-Ringed Octopus | With 8 arms an octopus has the ability to grab many things at once. This easily relates back to material greed
SLOTH
Sloth: laziness or lack of work
Vampire Bat | On average, bats spend up to 20 hours asleep every day
LUST
Lust: sexual desire and behavior
Dart Frog | Dart frogs are known for their bright vibrant colors and patterns. These colors draw attention and make them very desirable
PRIDE
Pride: vanity and attention-seeking
Lion Fish | This fish is very attention-grabbing with large fan-like fins, the look of it represents how someone with the pride characteristic may act
ENVY
Envy: the desire to obtain what others have
Scorpion | The term “burning jealousy” can relate back to scorpions and the painful burning sensation that their venomous sting can cause
WRATH
Wrath: vengeance as the consequence of anger
Viper Snake | Saw-scaled viper, the most dangerous and aggressive viper snake, is responsible for more deaths each year than all other snakes combined
