Logos
Logos are a bit like espresso, small but strong. They are small in size but packed full of meaning and symbolism, the same thing that makes them powerful also makes them challenging to design.
Cannon Fitness Center
This design was created pro bono for the fitness center on Cannon AFB in New Mexico. The concept depicts the Zia symbol that is displayed on the New Mexico state flag utilizing barbells and a weight to represent the fitness center; as well as the AC-130W Stinger aircraft that is distinctly flown on Cannon Air Force Base to fully depict the uniqueness of the Cannon Fitness Center.
Process: existential crisis > flash of inspiration > sketch > visual research > draw digitally > font choice > create final file
SOS
Serving our Superheroes (SOS) will be a branch of a non-profit organization that will serve veterans and their families. The client wanted the logo to resemble a military coin, be purple in color, and include a dandelion. The dandelion is the flower of the military child as it symbolizes resiliency.
The challenge of this design was to include two highly detailed items (coin and dandelion), I found a balance in utilizing the circular shape to place the dandelion within its negative space.
Process: sketch > research > present initial reiterations > edit > illustrate dandelion > present color choice options > create final file
B.A.M.
B.A.M. Cookies, Cakes, & More was the first logo I created for a client, looking back I am still fond of the process. It was a great learning lesson both creatively and in regards to freelancing.
BAM represents the client’s 3 daughters’ initials. The primary concern was making a baking design that was more masculine– given the name of the business, the concept actually flowed quite easily. The biggest challenge was adding the distressed look, it was a very tedious process but added so much to the overall look and feel of the design.
Process: research > sketch > discuss vision with client > visual research > draw digitally > font choice > create distressed look > create final file
Mr. M
Mr. M is an organic and natural skincare line for men. The line includes lotions, beard balms, and more. The client’s goal was to create a minimal logo that is clean yet masculine, while placing emphasis on its priority as an environmentally friendly and organic ingredient status.
The challenge was creating a logo that would appeal to men, market research helped determine which logo men would trust and be drawn to.
Process: visual research > typography > market research > edit > final approval > create final file
Photography
This particular logo was a joy to design considering my love of photography. It is a product of many sketches that the client and I edited extensively along the way. It was fun making a design unique to the client while combining the different shapes and typography.
Process: visual research > sketch various designs > client selection > draw digitally > font selection > client selection > edit > reedit > create final file
Martha Weston
This personal logo is for a client who requested 3 logos made to follow proper funding protocol for her non-profit and for profit organizations that are currently in formulation. She wanted a consistent look for the three; this was accomplished by font choice, color, purposeful “breaks” within the design, and the use of certain design elements.
Process: visual research > font choice > digitally draw various designs > client selection > add requested details in varying iterations > client selection > refine > client review > create final file