Process

The first step was to define the direction for the logo and branding by answering an onboarding questionnaire suggested in the online course. Some of the questions I had to answer were: what is your company name, how would you like it to appear on the logo, who is your target audience, what are your style preferences, what is the unique selling point of your service, etc. I decided I would like my logo to convey a sound understanding of the design software, design theory, and a bulletproof design process. I wanted it to express professionalism, a modern and minimalist aesthetic rooted in bauhaus and Swiss design, and have straight lines to convey intention and precision. The second step was to start the design process. I drew some concepts on paper and selected the strongest concept to vectorize in Adobe Illustrator. I made sure to convey that mastery of design software is key, by incorporating design elements of the pen tool, and direct selection tool, two of the most important and difficult to master precision tools in Adobe Illustrator. The third step involved selected the typography and color scheme. As taught in the course I made many iterations in illustrator to compare and contrast which typography and color combos work best, objectively, and align with the onboarding questionnaire. Finally once the concept, typography, grid system/lockups, and color scheme was locked down, I made some mockups to demonstrate how the brand would look in real life.