Inspiration Wednesday – A Branding Project: Part 1: Name and Logo Design
One of my classes this semester, called Integrated Design, involves branding a company, which means coming up with a name, a logo, a color palette and collateral to market the company. I gave my presentation to the class last week, so I thought it was a good time to share my designs with you too.
The very first day of class, way back in mid-January, we had to pick a random type of business of out a hat. We also had to pick two business parameters, location and budget. I ended up getting a diaper delivery business, with an urban location and upscale budget.
Those of you who know me well know how difficult this type of business would be for me to work on, since I don’t have kids and don’t know much about babies. But I knew deep-down that this was a challenge I should take on. I immediately knew I wanted this business and brand to look and feel like a designer brand, like Coco Chanel or Versace.
The first step was coming up with a list of adjectives describing the business, a brand statement or mission statement, a mood board and a personification board. My adjectives were: designer, name brand, high quality, custom, chic, trendy, edgy, eco conscious.
These led us to work on a name and a tagline. I explored lots of ideas, from names of British royalty to French words. I had a French-inspired name I really liked, but it made people think of something else, so it wasn’t going to work. So I went back to the drawing board and kept brainstorming and researching and sketching.
As research often takes you on strange paths and unexpected tangents, I ended up coming across a Greek Goddess who was the protector of young children and young animals: Artemis. A perfect direction to go with my vision.
The next step was to start drawing ideas for a mark and type. I wanted an elegant, cursive look to the name, with a simple tagline that would say what the business does while sounding upscale. Since this is supposed to be an upscale business, I used the tagline diapering concierge, which sounded better than diaper delivery service.
I practiced my cursive writing, and filled up a page of different types of flourishes. I ended up finding a font I liked and one particular flourish I really liked, especially since it seemed like the tagline fit perfectly.
At first, I was going to go with just the type and flourish or maybe initials, but it wasn’t “baby enough” and could have been used for any type of business. I didn’t want this to have a cutesy look, so I started to think about what the Greek and Roman gods looked like. In my continued research, I came across the idea of an angel or cherub, did more doodling of a baby head and wings, and this became the mark.
The next step was figuring out what color palette I wanted the branding to be. Again, I didn’t want this to be cutesy, so I didn’t want to use pink and blue, which also looked too much like Johnson’s Baby branding. So I went with peach and olive green, a more natural, soft feel.
There were many days in the first 6 weeks of this project that I hated it. But I kept pushing on. Once I finalized the name and logo, I grew to love this project… more than you can imagine.
Stay tuned for my next post, when I will talk about using the new logo, colors and graphic elements to design collateral to market this faux company. Thanks for stopping by.