01
The logo we settled on is a fun high-contrast serif style that has a lot of quirky moments mixed throughout. Because the studio uses illustration in much of their work, I wanted to create something that complimented the styles they work with. A big part of showing the logo was showing it in context with illustration.
02
We did a pretty broad first round of exploration—there were a lot of different styles that they were interested in seeing. One of my main goals was to make something that wasn't too "on trend". For instance, they wanted to see something that felt brushy and calligraphic but I tried to work in styles that steered away from what I was seeing all over Pinterest at the time. I also loved the idea of creating one or more options with inverted contrast (where the thickness is on the top and bottom instead of on the sides). It felt like a good way to typographically represent "oddness".
03
Two styles were chosen for refinement in Round 2—this and the script you see below. I tried alternate versions of the “f” for the stencil option and many variations for the script, including several weight variations, various pen-influence options, and a sloped and upright version.
05
We also worked on an icon that could pair with the logotype (in Round 1, I showed different icons for each of the options). In the 2nd and 3rd round, these were some of the options shown.
06
The logo works well in one color, and ultimately they ended up using it in one color on the site, but I also played with creating a two-color version, having the dot of the “i” and floating ball-terminal of the “w” be the only hits of color.
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