I was approached by an independent aesthetic specialist to create a clean, professional logo for her med spa. She wasn’t sure what she was looking for. When I start a project, I send a short questionnaire to understand the target audience and the business story. It’s always helpful—even when a client doesn’t have a clear vision for the visual side of their brand.
Logo design process
When I create logos, the first thing I do is analyze the meaning behind the brand and what it represents. In this case, it’s a hydration bar, so the concept naturally connects to water. Water suggests cleanliness and fluid, wavy lines, so I knew the typography should reflect that. I often create custom letterforms, so to bring this vision to life, I started by exploring the wordmark.
Often, the wordmark inspires me to create the symbol—and this was the same case. The wide letter “P” felt perfect as a base for the symbol. I noticed that the line of the “P” forms a wave, and when flipped, it creates a harmonious water shape.
We went through a few iterations to reach the final result. In the beginning, the concept had thinner lines and a few extra elements. Through communication with the client, we refined it into a very simple, sophisticated logo with a clever idea.
Brand color palette
It was clear what the theme should be. Blue was the obvious choice to reflect water. We spent some time defining additional colors around it and refining the shades.
I thought, that the combination of blue and beige is perfect as a союз water and body colors. So we chose blue, beige and brown.
The next stage was to explain how to use these colors and define their proportions. Color proportion in branding means how much each color is used in relation to the others—not just which colors you choose, but their balance.
That’s why a brand guide is needed—not just to define colors, but to visualize them, showing how to apply the palette across different items and what aesthetic it should create.
Brand mockups
We also chose complementary fonts to use across the brand. In branding, font means the typeface system your brand uses—and, just like colors, it has its own proportion and hierarchy. It defines how fonts are applied across titles, subtitles, and body text, as well as which font is primary (used most) and which is secondary (for support).
Brand Typography
