Project 2 - Logo Design

The goal of this project was to create a logo based off a summary of our personal essence from on our first assignment.The words used to describe me were 'laid back' and 'relaxed'. I found it to be a little challenging to incorporate these attributes into my design at first. Most of the identity work I have done in the past has encompassed a feeling of strength and sturdiness, which is the total opposite of this task. I also love to incorporate icons into my logos and had a difficult time doing so here. My challenge was to come up with an effective design that reflects these traits without being too whimsical or airy. To begin, I had to utilize a lowercase typeface that had a hand scripted look to portray an easy going, loose feeling. The negative space below the letters also forms a wavelike pattern, which exemplifies a 'go with the flow' demeanor. I chose a cool color scheme with flowing gradients to further communicate this idea. Finally, I incorporated a simple curve to represent my smooth, flowing characteristics and then carried this approach into my business card design to tie into my logo. I believe this was the best approach to communicate my essence without looking like a day spa logo design. The second attempt at this project produced a logo that better reflects my style.