Once Upon a Time Books is a used books warehouse located in Tontitown, AR. OUAT is one of those places that just bewilders people that it exists. It's got a huge selection of books just for people to peruse in person and an even larger online presence.

For this project, I wanted to approach a friendly, but more established look for the company. I thought through the different applications of books that are common throughout people. I wanted to make a logo that speaks to anyone regardless of age. My main ideas came from bookshelves, pop-up books, and fairytales.

For the colors, I chose a color pallette made up of secondary colors. Primary colors felt too structural. When I think of reading, I think of escaping the reality and rules of life. In the end, the client chose a logo that I feel fits them perfectly. It combines the normality of a shelf of books with the idea of seeing the magic and adventure that lies within.