First meet
The client contacted me through my website requesting a fun brand for a gifting company. They had just started a new business and were in the logo and branding phase. They already had some ideas and reached out because they needed a professional designer to bring them to life.
They initially ordered a logo and brand packaging. The process is structured with logo creation as milestone 1 and the brand guide as milestone 2.
Logo design process
I suggested versatile options, including a logo with a gift box, a logo with a smile, and an option with a frame. I aimed to show different perspectives of a single concept. The client liked the handwritten option, as it felt more personal. It’s also completely unique, as it was created by hand on a Wacom tablet.
So, the result was a handmade wordmark with a short symbol derived from it.
Brand color palette
Once we finalized the logo, I moved on to the brand guide. To begin, I needed to define the color palette with the client. Since the brand is intended to be bright, it was important to clearly establish color gradation and proper usage across all brand applications. The key point was ensuring the logo remains visible and readable on the selected backgrounds.
Brand Guide design
When we agreed on colors, I got the idea and direction of how the overall brand should feel like. Another important step is to define the brand attributes, the elements that can be used for different purposes without a designer involvement.
The name features a ribbon that resembles a butterfly. It works well for patterns and other applications. For example, in the business cards — designed for two owners, a married couple — I used two ribbons as two butterflies.
During the brand guide development, I aimed to establish color proportions and usage logic that could be applied consistently across different teams. I also developed additional elements and refinements to make the brand more engaging and versatile.
Click here to check social media design for All Things project