Logos

With this idea in mind, we began with the cat, slimming it down and simplifying its appearance to achieve a clean, visually appealing look. Then, we added the established date of his business in the area that is usually a coin the cat holds. And, of course, the chopsticks felt like a good addition. Blending these elements gave his brand and culture relevance, both of which are connected to the food he cooks.

Through the process of rediscovering who her business is today, a new logo concept came to mind. Her business focuses on lighting, specifically playing with shadow and light to achieve radiance by design. The center mark in her new logo represents the parabola shape that occurs when a light reflects on a wall, with beams shining above and below it. The subtleties in the design also give it a gem-like feel, also tying in the idea of radiance.

To stay true to the feel of their legacy logo, we kept their brand blue and made some strategic design choices. We chose to frame the mark with an oval rather than square, making the design feel softer. We also added three trees, one to represent each county they serve, and added the Newport bridge to illustrate “from the coast to the valley.” As well, we updated the shape of the mountain to better represent the tilt of Marys Peak, a detail missed in the first design.

During the rebuild process, we noticed she had no official logo. This felt like a necessity in her brand refresh, so we began to develop concepts. While we explored several options, Mary Jo chose the concept that included a goat, Capricorn’s animal symbol. We also added the circle seen behind the goat to represent “Rising” in her brand name, recognizing sun signs in addition to a birth sign. Last, we added a creatively hidden mark in the goat’s neck, the scientific symbol of Capricorn ♑.

During the process, we decided to start from scratch. We kept the circular shape she previously had to align with her service of delivering ingredients for balanced meals (on a plate). We then incorporated imagery of a bag and groceries after learning the biggest misconception people have of her business is that she delivers pre-cooked meals.

As a business owner with a clear vision, we proposed several color palettes based on the mood board Jalene had provided and mocked up a series of potential logo marks. For her logo, she wanted it to immediately relate to “growth” and “nature” since her business is centered around helping leaders evolve into the best version of themselves. She also wanted a suite of icons relevant to her services that she could use in materials branded with her colors.

In our discussions, he revealed his Jewish roots, which led to a discussion about traditions. In that talk, he described the symbology of wheat and utensils connected to the harvest celebration, Shavuot. We took this idea and created a logo mark that captured an organic vibe, tying his brand and roots together.

Because the band plays music from an older generation and keeps with the garage band theme, we chose a patina finish. The rustic metal vibe added a layer of “aged to perfection,” highlighting a clear connection to the guitar, the lead instrument in their ensemble.

We wanted the new logo to keep the path as a central theme because Ron helps his clients on their professional journey and the path is important imagery to him for this reason. As well, since he has an established brand using this imagery, redesigning the logo in a way that still feels connected to the brand will, in theory, help people adjust to the new logo faster.

For the logo, he wanted a typographical logo with heavy emphasis on the name, Flinn Law Northwest. They plan to expand into other regions and states, so they wanted a way to make the mention of “northwest” interchangeable with other areas while still maintaining the Flinn Law appeal. As well, we wanted to ensure they had a logo that had “a mark” that could be used with or without the rest of the logo, making it a versatile brand element.

Event hosts were clear that the target audience for the brand were BIPOC community members. For this reason, we wanted to align the brand imagery and colors with the flavor and zest of African and Latin American countries, specifically. We created their color palette with the idea of earthy and bold in mind. For the logo imagery, we used keys to connect with the event name, then added the human element of arms which circled the keys, creating a worldly feel. Last, we translated the brand name into Spanish so they had a logo in both languages available

Kate had requested the new design to feel more modern. While the old one had served her well over the many years she’s been in business, she also wanted the new logo to have a less whimsical, musical vibe. We chose to keep the mark that had become synonymous with their brand, the wine/cork combination. Then, we updated fonts and redesigned the arrangement of the brand name to make the mark stand out as much as their name.