Surely by Shirley’s logo – font-based and literally illustrated

My first journal entry! *tear* Here’s a piece of my thought process as I explain how I create a logo.

::ahem::

First impressions are important. In a world where most consumers have a variety of products to select and choose from, the approach to creating this logo was to keep it simple. If it’s not, stop reading. 🙂 A needle and reel thread is fundamentally how this project began. Why not start there?

The goal was to create loyalty between the product, hand processed and embroidered, and the customer. Because the product is worn, this made me think a sense of motion was necessary. I decided to use the typeface Zapfino to create a chic, alive and striking presence. Its custom calligraphy ties with the products quality and is beautiful liveliness is dynamic and striking. The reason why the word, ‘by’, is small is to interfere the least possible with the alliteration of the two words; surely and Shirley. The typeface for ‘by’ is Univers. I chose a sans-serif typeface with large stroke width so that the logo is scalable.

Printed logo tags

Printed logo tags cut

Color choice. The product collection already comes in rainbow of color palettes and fabrics. To break from this pandemonium (big word there!) I limited the design to two colors to create a strict conformity regardless of the merchandise. This created a cohesive and sophisticated look to the product and provided the professional look of an established business.