Designing my own logo has been a challenge. For those of you keeping track, I’ve been procrastinating my own brand launch for about…a year. Crazy, right? I finally buckled down and set aside time for myself, and gave myself plenty of time to think, sketch, and sketch some more.
I knew I wanted to incorporate a husky face into my logo, and possibly a few other elements (keep an eye out for the symbolism behind the logo coming this week!). I like geometric designs, the logo badge style, potentially something with an element of nature, likely symmetrical. I took a lot of inspiration from geometric tattoo designs of animals.
I started by collecting inspiration of different types on an InVision board, to create a mood board of visual elements I was interested in exploring. You can view the mood board here or click the image to the right. I started sketching out with a regular old black pen on paper first, and went through a lot (and by that I mean hundreds) of designs and quick sketches before I settled on some basic common shapes. I made a few decisions at that stage – that I wanted to have a geometrical face design, but the lines would be more fluid and curved, rather than strictly straight lines. I also decided to give them slightly varying widths in some areas. I stayed away from anything too detailed – like shading or hatching seen in some of the tattoo inspiration photos.
After gathering up a good amount of on-paper sketches, I moved into the Adobe Draw app on my iPad pro. The advantage of this was that I could create an image layer to trace, so I was able to draw over a scan of my paper sketches within the app. I like the freedom of digital drawing because I can easily duplicate logo marks and try different variations quickly without having to start over each time. A major weakness of mine is taking a hand drawn logo mark and tracing it with the pen tool in Illustrator. Having the Adobe Draw app which allows me to ‘trace’ these designs with an Apple Pencil instead of a pen tool controlled by a mouse, is a game changer – for both the outcome of the designs and the time it takes to create them.
My favorite part is that when I’m ready to move into Illustrator, I just publish the file to my Creative Cloud account and it opens right up on my computer. When I go into the file in Illustrator, everything from Adobe Draw is a vector. This makes clean up super simple and quick and allowed me to finalize my logo quickly at that stage of the process, since all major design decisions were worked out on paper or in the app drawing stage.
One of the most valuable steps in this process is seeking outside opinions. I was able to ask a few key creatives around me for their opinions and that always helps tremendously. Someone who is not attached will always see something you’re unable to.
After the finalization of the symbol for the logo, I enjoyed the challenge of adding type and a few other key elements to create the entire logo. Overall, I am very happy with the end result!