identity and the logo

logo as symbol. logo as identity. logo as self.

A logo should at once be instantly recognizable, bold, true to its subject, and convey the essence of a brand, company, or indeed, person that it intends to represent. The language of the logo is one that has always fascinated me owing to the fact that beyond the face value of apparent simplicity, exists a complex set of pronounced and latent messages for the viewer to discern and make a judgement. As is true for the many forms of design, the logo speaks in every voice making it the supreme lingua franca - a symbol of the public self that traverses the barrier of words in a timeless fashion. I have always believed in the concept of "person as brand", and though it takes much time and work to build, it ultimately begins with the entity and the image.

The Logotype Variations & Renderings that follow were designed for a young author and entrepreneur. I have been creating a number of logos & identities of late, but I choose to share these in particular because they comprise some of my favorite logos I have created recently. Additionally, I wanted to offer a window into my creative process. As is true for everything in life, I belive that the process is as meaningful and interesting as the final product. No two designers will create in the same way - and I have always been more intrigued by "how" things are made, moreso than "what" is made.

The processes utilized by any one creative are always uniquely personal and supremely intimate.

please continue below to view the logo variations,
sketches, & design processes.

Below are six logo variations offering a variety of colorways. These are but a few of the set of final logos that were delivered. The key focus for this logo was to create a type style that would allow for fluid ornamentation, contained symmetry, and exhibited an element of repetition by introducing a cyclical motif. I wanted to create a cursive logotype without it being obviously so - in this way, all of the lettering and ornamentation is joined, touching, or overlapping.

What is left is an illustrative identity that is modern with classical features, clean yet complex,
and conveys an aura of timelessness - all of which is true to the author, her personal brand,
and her writing.

All of the logos were created in Adobe Illustrator and Photoshop, although they began on the page with simple pen & paper. I am the first to say that my sketching skills leave much to be desired, but I have to brainstorm visual cues, concepts, shapes, and general layout before starting on the computer. After the inital sketches, I start by rendering the base type - all of which was created from scratch - bearing in mind that the lettering had to be consistent with the outer circle that would surround it. The next step required that I return to the drawing board and overlay the ornamentation that would fit within the outer circle. I often find myself over-designing in my initial sketches and editing down as I work based upon instinct. As you can see, the final sketch is far more complex and quite different from the resulting logo - it is more of a point of reference for how I would like the finished product to generally look.

And, Voila ! A logo is born. I knew this logo would only exist in black & white, so creating the various colorways
was the easy part. From conception, the entire process took about 15 hours to complete.

I hope you enjoyed viewing and reading this entry. I will endeavor to share my design processes across a diverse range of mediums, and for a variety of projects as time permits.