Last month I worked on a new logo design project for Marj of Stashing Dollars.
For her new blog Marj wanted something simple, clean and gender neutral.
I love designing simple logos, because they can be challenging to designing with no symbols to accompany them. The final result needs to be striking enough to look like a logo while still looking effortless.
I was up for the challenge, because constraints just force you to be creative with whatever resources are available to you.
Designing a logo that was simple but yet unique enough to be memorable.
To make the logo simple and keep in tune with the inspiration board I created, I decided to keep the logo as just a word mark instead of a combination mark ( with a symbol ). You can learn more about types of logos in a post here.
When designing word marks I try to use a unique font or if possible work with some custom lettering in order to make the brand name look unique and “logo like”.
A unique font or typography helps in adding a personality and character to the logo.
So I picked a friendly readable font and designed a custom letter “S” to go with the font. I deliberately designed the letter to hint at the dollar sign.
Next, I designed the letter “L” to create a flow among the custom letters and the font letters so they look like they belong to the same font family instead of looking like they have been forcibly put next to each other.
Because this was a simple letter mark and had no symbol to go with the logo I could experiment and design elaborate letters. Combining elaborate letters and symbols cab be tricky, they run the risk of making the logo too embellished and cluttered.
You want to keep the striking features of a logo to a minimum. Too many details and the logo then becomes more of an illustration, which makes it hard to remember.
Initially, I had sketched the logo using a freestyle pencil tool. Once I was reasonably satisfied with the rough draft, I then went on to design the letters and logo in vector forms.
I almost squealed (yes, I did ) when I found right font for the remaining letters which matched with my vision and the sketch!
For the alternate logo styles, I decided to use the custom S letter as the main mark.
I don’t always like to type out the letters in circle shape and call it a logo. A square shape can also create a nice unique lockup for the logo (think of the “I love NY” logo).
If you are designing a compact logo think of smaller unique shapes, it will make you logo that much more unique and memorable.
In this case, the shape and form of “S” lent itself very well with the circle so I decided to stick with it.
I also designed these distressed style logos, which I thought created a very cool, stamp-like effect when used as watermarks. Especially, the one in the red color, it looks so much like red ink stamp, I am in love with it!
To add more dimension and depth to the identity, I designed this custom pattern which gives the logos and the brand identity a lot more flexibility in terms of the usage.
Patterns also act as a natural extension to your brand. They give more depth to your branding elements while maintaining a fluid branding experience.
The color scheme
Overall I focused on keeping with the color scheme very gender neutral and keeping it simple.
Marj wanted to keep the palette very simple so we stuck to the neutral black and white and then use the red as a fresh pop of color.
I picked the unique red color because it was neither too sharp to be strong and bold nor too soft to appear pink and feminine.
What are your favorite kinds of color schemes to work with?