A logo design is one of my favorite projects for a client. It's the most visual aspect of a brand, and where every visual effort to represent the organization is derived from.
I recently underwent the process of redesigning my own logo. Ask any designer and they'll tell you that designing for themselves is a challenge (most will actually tell you they hate it). Maybe it's because we're used to having guidelines and limitations placed on us by clients. Maybe it's because we feel all the stress of proving our worth as a designer whenever we focus on designing for ourselves. But it's also a great way to get back to one's roots, to explore what being a designer is all about and why we chose this path. For me, it was all of these things and more. It was an opportunity to reinvent myself at a time when my life was taking a new direction and everything was already changing. It allowed me to work through those changes and emerge even better and more focused for myself and my business.
So let's talk about the process.
As I approached this project, I knew I needed to treat myself just like one of my clients, going through the same five-step creative process I use with all logo design projects (watch for another post on that topic soon). I also knew I was going to need to give myself plenty of time to get the best possible results, yet have deadlines and goals that kept me motivated to make progress.
I had been using my previous logo for ten years before I decided it was time for a change. As I worked through the creative process, a few goals began to emerge for what I wanted in the final design:
• A modern and clean design aesthetic
• Freshen up the color palette
• Take inspiration from the things I enjoy most in life
• Offer a nod to the previous design through element(s) in the new design
After rounds of brainstorming and thumbnail sketches, I took the best ideas and started working through those concepts in more detail. It very quickly became apparent which design I was leaning toward, and most of my efforts from that moment on were focused on tweaking and polishing that particular concept - the one that ultimately became my new logo.
I knew this concept was going to use three triangles and that each triangle would represent the first letter in each word of my business: an upward pointing triangle to represent the "A" in "Ariane," a left facing point to represent the "C" in "Criger," and a right facing point to represent the "D" in "Design." I liked that in addition to representing the letters of my business, the triangles also could be seen as arrows and represent movement. The final arrangement of the three triangles would ultimately need to show forward motion and work together with each and the wordmark of the logo.
The color palette seemed to come naturally to me. Green represents my love of nature and all things natural. And to satisfy my "nod" to my old logo and retain some consistency, I chose to use the same green from my previous logo. Blue was chosen to represent my clients: what's more business than blue? Purple was chosen to represent the things I'm passionate for in life: design, travel, freedom. It's my favorite color and it's said to be a color of wisdom, dignity, independence, creativity, mystery, and magic.
To finish off the logo, I needed to pick a style and design for the wordmark. My choice in font needed to satisfy my desire for a clean design aesthetic. For this reason, I knew I needed a sans serif with varying weights for contrast. I explored a plethora of sans serif typefaces, yet ultimately landed on one that was very similar to - but it is different than – my previous logo. I think the similarities help bring continuity to the brand, while allowing for a more polished and modern logo design.