What's in a Logo
I have never had more trouble with a design than being tasked with creating a new logo and identity for my own design company. Here is my account of the challenges involved in creating the fleck logo.
It has been a very interesting process to define who I am as a person, my sense of style, my design manifestos and beliefs, then try to cram that all into one concise and expressive wordmark. Don't even get me started about naming my company (that will have to wait for another blog post)!
When you are so close to your own brand, you can't always see what others can. It's like painting a self portrait, you know what you look like, but you need to dig deeper to define a feeling to get the true sense of yourself. You want the logo to be accurate and say everything about you, but when YOU are designing your own logo, the possibilities truly do seem ENDLESS! I kept on creating new versions, some of which I really liked but they just weren't clicking.
It can be hard to get a true sense of what you're working on because you don't have the ability to step back and have an outsiders perspective. That's why getting outside opinions and thoughts on a personal project like this is so important. I enlisted the help of my branding mastermind friend Trista Capitano. She knows me very well and she is also an incredibly talented designer. She was able to say to me, "That doesn't feel like you at all," or "Have you thought of trying something like this?" She is honest, truthful and kind with her critiques and it was very crucial input that lead me to this final logo.
Trista also guided me through some key branding tips. I created branding boards that spoke to the moods, styles and colours that I was aligned with. I also created some words to stand by that would enforce the feelings of my brand, then defined those words to ensure there were a set of rules that could be followed. Some of those are outlined below
human - hand drawn &/or feeling a human touch, friendly, avoid sharp, mathematical edges, blind contour drawings to break up the straight lines of the logo
quirky - flowing lines, contour drawings, slight abstractions
happy/fun/friendly - yellow, bright, warming
lighthearted - airy, white space
professional + trusted - body text to be refined and left justified to play with the fun colour and feel of the logo
I wanted to share some process sketches and ideations to show just how many options I considered! I love looking back on this and seeing how each version had an element of something that I loved, but just wasn't quite right. I would sit with a design I liked for a while to see how I really felt. Then I would go back to reassess the design and I would notice that something was missing and I was unsettled about the design. Something was always off until I landed on the final design, and everything fell into place. It was a bit of an "aha" moment. The final design is simple, bright, happy and speaks to my style... and I absolutely love it!