Personal Logo I
The Project
In February 2019, I created a personal logo for a client. After a 15-minute interview during which I asked questions I designed to encourage him to talk freely about his interests and motivations, I collected my notes and generated a list of keywords reminiscent of his style. I used a mind-map technique to help expand this list. I then made a “style tile” to play with the form of images inspired by this list. I then made thumbnails of possible shape forms, and produced hifi versions I iterated (see below). I focused on making a logo that captured the essence of my first impression of the client and was bold enough to achieve the highly recognizable (including from a distance) and flexible (able to be put on different materials) nature required of a logo.
The Process
Concept Map
I distilled my notes from my interview with the client into this concept map as part of the brainstorming process.
Style Tile
I made this “Style Tile” in Photoshop to brainstorm shapes and images related to the items on the concept map.
Thumbnail Brainstorm
I generated pages of thumbnails to brainstorm logo ideas before moving to higher fidelity versions.
Iteration I
I deconstructed the form of his initials (CM) to suggest arrows and upward movement to reflect his highly driven nature. I incorporated the checked squares/triangles to add an eclectic, unexpected element.
Iteration II
I considered incorporating an overall triangle silhouette, but ultimately decided against it in favor of the simpler, cleaner form.
Iteration III
I shortened the extending arrow for a more compact, adaptable logo.
Iteration IV
After receiving feedback from a mentor, I realized that my logo did not pass the “zoom-out test”: at any significant distance, the forms were too thin to see, and therefore did not succeed as a highly recognizable and flexible (e.g. able to be easily put on many different materials). In my next set of designs I focused on making the forms bolder, distinct even from a distance.
Iteration V
I experimented with a slightly skinnier form that was still bolder than the first three.
Iteration VI
I delivered this design to the client to his delight. This design is bold, distinct from a distance, and most fully balanced as an overall form that keeps its sense of upward momentum and eclecticism, satisfying the specs of the project.