Design for impact
The lowdown on logos
I consider myself lucky to have worked with a whole host of interesting and varied clients. I have designed logos for start-ups and SMEs, across a variety of sectors too numerous to list here. I’ve selected a variety for you to look at.
Social Media Management
THE OBJECTIVE: This rebrand project needed to capture the quirky and creative style of the clients business and the essence of what they actually provide for their clients – engagement and interaction.
THE OUTCOME: I really enjoyed delivering this fun new corporate identity. I chose to use a speech bubble as the main graphic device because it’s a universally recognised and friendly way of representing ‘communication’. I’ve used this device in several ways throughout the clients corporate identity, within the logo itself and also as a way of highlighting social media icons on letterhead, comp slips and business cards.
Tea Set Hire
The Vintage Tea Set
THE OBJECTIVE: This client provides vintage china sets for hire, usually for weddings, baby showers, hen-dos and corporate events. They were therefore keen that the logo had a feminine feel, but they also wanted it to feel modern and bit quirky.
THE OUTCOME: I have used an illustrated, vintage-inspired font for the word ‘Vintage’. The letter V cleverly doubles up as a tea cup, with a swirly line representing the tea cup handle. By combining different fonts and a retro colour palette, I have created a sleek but quirky style.
Recruitment in Construction
HGA Recruitment Ltd
THE OBJECTIVE: This recruitment agency has a professional, straight-talking culture and wanted a new logo to match.
THE OUTCOME: Understanding that this is a no-nonsense business, I created a simple logo that uses a diagonal upwards line to signify ‘cutting straight to the chase’. It uses a clean, bold and easy to read font so that it will reproduce well across all of this clients marketing material. At the moment, the client provides staff to the construction industry, so this logo has been designed to feel slightly architectural in that it is bold, clean and angular. However, its clean and simple design
Luxury wedding & Events Planner
THE OBJECTIVE: The client underwent a complete rebrand and change of business name (formerly Otterly Digital) to establish themselves as a highly creative and vibrant digital agency. The logo therefore needed to represent this bright and dynamic positioning.
THE OUTCOME: It was important that I created a logo that would fit the business now, but that also continues to work as the business grows in size and shape in the future. The client wants to establish a vibrant and lively team, so I have chosen a bright colour palette to reflect this. The logo is circular to represent a cohesive and professional team, with layers of colour representing the energetic and creative personality of the business.
This lovely client is a Career Coach and so the aim of this design was to create an identity which represents the transformational nature of her work.
THE OUTCOME: As a qualified coach myself, I know that coaching is a process of helping someone to look in on themselves, to identify their strengths, build confidence and tackle limiting beliefs. It’s a personal journey of learning and growing in order to achieve personal goals. It’s therefore no surprise that I really enjoyed designing this simple, but effective logo for Sinead because it represents the idea of working from the inside out. It suggests a journey, transformation and a clear outcome.
Grey Soft Furnishings
THE OBJECTIVE: This client was undergoing a huge brand change, with a new name, new identity and complete change of positioning. The business had completely evolved and had a much better focus its ideal target market, so the aim was to create a new brand to reflect this.
THE OUTCOME: After a detailed brand discovery session with the client, I understood that the logo needed to look clean, sophisticated and prestigious, but also demonstrate how flexible and personable the client is. So, I used a modern, grey colour palette to reflect the new name of the business and give it a slick feel, along with a mixture of fonts to suggest versatility. The business cards also include gold stamping to create a prestigious finish.
It is always satisfying creating a new identity that is much better suited to the person behind the business and that was certainly the case here. The client now has a renewed sense of confidence in promoting herself and her business.
Catering, Supper Club & Cooking Classes
THE OBJECTIVE: This client felt that her previous logo was looking dated and no longer represented her business properly. She was looking for something fresher and more modern.
THE OUTCOME: Given the name and nature of the business, I wanted to create a logo that incorporated some kind of ‘seed’ effect to create visual interest and also make a subtle reference to cooking. So, I have used what look like mustard seeds behind the middle ‘ee’ of the business name.
This adds a fun, friendly and warm element to the logo, which is then finished off with a subtle colour palette and 3 different fonts that have been chosen to complement each other.
Fertility and Baby Centre
The Nesting Place
THE OBJECTIVE: This client is launching a fantastic new family-oriented centre, offering support for all things fertility, pregnancy, childbirth and parenting related. She was keen for the logo to clearly represent the safe and supporting nature of the centre, without using traditionally ‘babyish’ colours.
THE OUTCOME: By tilting two lower case n’s and bringing them together, I was able to create a closed shape that looks as though it’s sitting within a very simple nest. This represents support and is a subtle reference to the name of the business. The lower case font feels friendly and approachable. I then chose a green colour palette to represent trust, positivity and growth.
Splash Creative Ltd
The Objective: The client underwent a complete rebrand and change of business name (formerly Otterly Digital) to establish themselves as a highly creative and vibrant digital agency. The logo therefore needed to represent this bright and dynamic positioning.
The Outcome: It was important that I created a logo that would fit the business now, but that also continues to work as the business grows in size and shape in the future. The client wants to establish a vibrant and lively team, so I have chosen a bright colour palette to reflect this. The logo is circular to represent a cohesive and professional team, with layers of colour representing the energetic and creative personality of the business.
SONITAS - HEALTHY INDIAN COOKING
THE OBJECTIVE: This client came to me with an existing logo that just didn’t do a good job of representing the vibrant, dynamic character of her business. She wanted a brand that captured what the business was all about.
THE OUTCOME: The existing icon was already clean and bold so I built on that. Firstly, I changed the typeface used for the company name to an easy to read, clean and modern looking font. The, I added an eye-catching Indian pattern and really brightened up the colour palette to reflect the lively nature of the business.
THE OBJECTIVE: To create a new brand identity and business card design for this lovely Derbyshire based floral designer. The client was keen not to come across as ‘just another florist’ and wanted to have an upmarket feel to her logo.
THE OUTCOME: This client is creative and personable, so I chose a brush script font as the main basis for the design in order to give it a friendly and fluid feel. I used the words ‘Floral Design’ rather than florist to represent Hayley’s creative and flexible approach. The business card then also uses a rose gold finish to add a premium quality.
Since Hayley’s favourite flower is a peony, it was a nice touch that I could include high-quality photographic imagery of this flower as part of the overall identity. It makes the whole design feel more personal to Hayley, as well as supporting the overall elegant style of her identity.
Birth Trauma Resolution
THE OBJECTIVE: This client supports women after traumatic birthing experiences and provides training to midwives and other professionals involved with birth and post-natal care. The brand identity needed to represents a positive and supportive position.
THE OUTCOME: I have created a logo that showcases a variety of values, within a bright and positive style. It feels approachable and suggests unity, togetherness, trust and joy.
Meditation & Mindfulness
I really enjoyed designing this brand identity for Mindful Pathway. The client provides courses on meditation and mindfulness, which is an an area of self-development I already follow with interest.
THE OBJECTIVE: The outcome of our brand discovery session was a clear objective for the new branding. It needed to simply and clearly communicate the idea of a journey, as well as reflecting the core values of individuality, trust, approachability and professionalism.
THE OUTCOME: The word ‘Mindful’ is in a rounded solid font to represent stability and trust. The word ‘Pathway’ represents individuality and that we are all on our own different journeys. The stepping stones depict a progressive ‘one step at a time’, individual journey.
EMBROIDERY & PRINTING
ESSEX EMBROIDERY & PRINT LTD
THE OBJECTIVE: This client wanted a new corporate identity which communicated ‘attention to detail’ and had a clean, crisp and modern feel.
THE OUTCOME: Thanks to a positive Brand Discovery session, I was able to get a thorough understanding of what they wanted. That made it possible for me to create an initial set of design options which they immediately loved. Their feedback; “Love option 1, no changes, confirmed, let’s proceed!”. It was the quickest confirmation I’ve ever had! The logo they chose uses a repeated pattern of lines that narrow to a sharp point. The colours are the 4 key colours of the CMYK printing process, reflecting the nature of the clients business.
This client is an independent Educational Psychology consultancy. They wanted their new identity to represent their broad range of clients and partners and to illustrate their supportive way of working.
THE OUTCOME: The consultancy work with children, families and external parties, so I have created a logo that shows a group of different people who are working together and supporting each other. The logo suggests positive outcomes, shared goals and trust. It feels friendly and welcoming.
For this client it was particularly important that the logo is easily legible, so I have chosen a muted colour palette that will reproduce well and used a clean, san serif font.
Jeanette Lendon Photography
THE OBJECTIVE: To achieve a modern, professional and fashionable logo that appeals to specific target markets – fashion, hair and beauty, model and acting portfolios, commercial and teenage editorial shoots.
THE OUTCOME: Photography is a reflection of what you see from the lens. Using this concept, the ‘J’ in the icon is a reflection of the ‘L’ and vice versa. The two letters are the initials of the clients name. A clean and modern font was also chosen.
City Business Center
THE OBJECTIVE: This business centre offers a variety of services ranging from hot desking, mail box, printing and storage systems. They needed a brand which represented the different strands of their business.
THE OUTCOME: The circles in the ‘C’ represent the services, which are then differentiated from each other using different colours.
Creme De La Cakes
THE OBJECTIVE: This client wanted to have a luxurious brand for her company, Creme De La Cakes, to help her positioning as a provider of high end cakes, bespoke cakes.
THE OUTCOME: I designed a luxurious and delicate looking logo, incorporating gold as the dominant colour and using a classic font.
Enterprise Agency & Business Centre
STANTA - ST ALBANS ENTERPRISE AGENCY
THE OBJECTIVE: After 29 years of having the same logo, it was time for a change and to focus on what STANTA really wanted to be known for. The SWOT analysis and brand discovery session allowed me to identify a set of key messages and services for STANTA – Free Business Advice, Business Premises and Workshops & Events.
THE OUTCOME: A new brand logo, which uses a variety of colours to represent both the diverse range of services and the diverse range of businesses that STANTA supports. All of the clients brand communications now include these three icons, clearly demonstrating the variety of services on offer.
Roots & wings childcare
THE OBJECTIVE: The client came to me with some specific design requirements. They wanted a tree as part of their icon and to somehow represent their six children, perhaps as birds.
THE OUTCOME: Instead of birds, I proposed some organic shapes that could represent the fingerprints of each child. Every one was a different size and colour, to show that each child is unique.
Synergy Business Support
THE OBJECTIVE: Synergy Business Support wants to be known as an approachable, friendly, professional business that provides a variety of virtual assistant services to help small businesses stay organised.
THE OUTCOME: After identifying the client’s key services, icons were created to make up the whole logo. The line connecting the circles represents ‘support’ and ‘synergy’ regardless if you want to use one service or a variety. Dark blue and orange have been used for the logo to create the friendly, professional feel.
The OBJECTIVE: This client wanted a new corporate identity which communicated ‘attention to detail’ and had a clean, crisp and modern feel.
THE OUTCOME: Thanks to a positive Brand Discovery session with the client at the start of the project, I was able to get a really quick and thorough understanding of what they wanted. That made it possible for me to create an initial set of design options which they immediately loved. Their feedback; “Love option 1, no changes, confirmed, let’s proceed!”. It was the quickest confirmation I’ve ever had! The logo they chose uses a repeated pattern of lines that narrow to a sharp point. The colours are the 4 key colours of the CMYK printing process, reflecting the nature of the clients business.
THE OBJECTIVE: To rebrand a 21 year old business, providing a fuss-free, modern new look.
THE OUTCOME: A minimalist, clean looking logo where a single letter has been extended to represent a strand of hair. The chosen colours are consistent with the existing interior of the shop.
High Definition Cleaning
THE OBJECTIVE: To my surprise, when this client came to me they said they had been using a photograph as their logo for two years. They had been trying to convey the concept of water, but using a photograph as a brand is never ideal. What they really wanted was a brand icon that somehow incorporated a water droplet.
THE OUTCOME: A simple, clean water droplet design was created, giving the client the unique identity they so desperately needed. I was then able to apply this brand identity to their new uniforms, website, vehicle graphics, stationery and social media profiles giving them an instantly recognisable look across all of their marketing.
THE OBJECTIVE: To create a modern, sleek and simple identity.
THE OUTCOME: As a coach you help people to ‘bridge the gap’ and realise their goals and aspirations through a step by step, supportive process. The positioning of the ‘SH’ icon represents that ethos. The font used is clean and simple. The colours are a mixture of soft and bold. The branding is now professional, consistent and coherent for use on the website, business cards, powerpoint template and corporate video.
The Hip group
THE OBJECTIVE: The HIP group is a family run property management and lettings company. The company ethos is to provide high quality housing and management services to its clients. They wanted a modern, friendly and minimal logo with vibrant colours and friendly tones.
THE OUTCOME: A clean, modern font has been used and the circle represents, revolution, trust and unity. The gradient of colours signifies integration.
THE OBJECTIVE: This brand identity project was special to me as it was for my childhood friend, who I am extremely proud of! She has a beautiful family of four lovely children and has been juggling a hairdressing business for the last 27 years!
THE OUTCOME: When I asked her how she wanted her business to be perceived she said “You know me….funky, big, bold”. So, this was the end result!
Easy Pro Video
THE OBJECTIVE: Once I got an understanding of this client’s business, a logo was already starting to form in my head! There was a nice clear solution for this one. The client helps people to create inexpensive videos quickly and easily on iPhone, for use as an online marketing tool (e.g on You Tube, website, blogs, etc).
THE OUTCOME: The iphone video is a red circle and the universal sign for ‘play’ is a triangle. I simply put these two elements together with a rounded lower case font to give the feel of easy and friendly. Voila! We have Easy Pro Video logo!
Batik & Bubbles
THE OBJECTIVE: It was a privilege to be asked to create new branding for my clients from across the globe in Malaysia. Batik & Bubbles is a lifestyle blog seeking the best of Kuala Lumpur and beyond.
THE OUTCOME: The client requested that somewhere in the logo there were bubbles, so this was exactly what I did!
Confidence Coach & Trainer
THE OBJECTIVE: As a coach or trainer it is important to be able to create rapport. The client wanted me to reflect this in her brand identity.
THE OUTCOME: The interlinking circles represent working together / connecting. The circle shape itself is also well known for representing unity, infinity and trust. It is a warm and graceful shape which is also fitting for the clients personality.
THE OBJECTIVE: This marketing company wanted to be perceived as friendly, professional and modern. The target audience is mainly female SME business owners, so the colours needed to appeal.
THE OUTCOME: An identity that looks approachable and clean. The colour is bright and welcoming without being overly feminine.
THE OBJECTIVE: The client, Nina Sue, owners a beauty salon N-ZEN. She wanted a logo that represents her predominantly female client base.
THE OUTCOME: A logo and business card that uses a soft round typeface and calm, floral patterns.