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The Art of Logo Design

In fashion and beauty, logos are so important in telling the vision of the brand while not downplaying its actual products.

Of all the kinds of designs I love to create, logos has got to be one of my favorites.  I mean, its everlasting, epic… it really is the first thing most consumers and investors see when getting introduced to the brand. However, often sometimes because of lack of funds or expertise, it is at times one of the most undervalued assets of a company.

In fashion and beauty, logos are so important in telling the vision of the brand while not downplaying its actual products.  I find that fashion and beauty logos that are clean and sleek are the ones that really make the boldest statements.

When I first get to know my client a little bit.  I find out what their vision is for their brand, what captures their eye and of course what their preferences are.  Sometimes I get it in on one shot, or sometimes it takes days or weeks to get to the perfect final version.  The thing is, logo design might seem simple, but it is one of the most important tasks in the process of building brand identity for a customer.

There are many different factors that play into logo design.  Is there a color scheme desired?  Will this be a graphic logo? Text? Monograms? All of the above?  It takes a lot of brainstorming, sketching and mockups to get to the point where you have something to work with.

CASE STUDY:  BASHMENT BEAUTY

I recently designed a logo for a brand called, Bashment Beauty. If you are Caribbean, you know that Bashment is word that represents bold, abstract and fierce.  Because this brand was a beauty brand, I wanted to design invoke a more-softer feel. I started with an idea or a butterfly and the letter “B” but found out quickly, that idea wouldn’t work.

After several sketches.  I decided to take it further and explore flowers.  I did some research via google and discovered some whimsical looking wreaths.  Immediately I thought of creating my own wreath in illustrator.  Once I did that, I applied the color scheme that my client desired and boom, that was it.  Next step was to find the perfect font to fit.

I was happy with my design, I sent it off to the client with confidence.  To my surprise, my client still felt it was missing something.  Can you guess what came to my mind then?  Yes, the butterfly with the B’s.  And it worked perfectly because of the different font I used.  Client was in love with the design.


I was happy and inspired.  I love when I push myself to take things a step further for my clients.  Sometimes, as a designer, we think we have gotten it right, but our clients push us to expand on our thoughts.  Like I said before, logo design is key.  At the end of the day, a brand’s logo is like a person’s clothes.  It communicates brand image, vision and tone of the company.  As a creative, it is my responsibility to make sure that each client is provided with the best logo that fits.

  • Comments

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