Rooky’s Records is a vintage record store located in the Lower Haight of San Francisco. This shop caters to music enthusiasts who show interest in oldies, soul, R&B, and many more musical genres. With an outdated and inconsistent identity in the market place, a bold hand lettering type treatment is utilized to give Rooky’s an overall identity that is both consistent and visually appealing. As the graphic designer in our group, it was my job to create an identity mark that best suited Rooky’s vintage persona. A vector-based logo was created and complemented by a secondary type treatment that resonates a feeling of the vintage era. The logo mark was then used in all of the promotional collateral.