Objective:
The client was wanting to redesign the logo for the site emilyashaw.com.
This is the client's personal brand.
Style:
The client was happy with the current colour scheme of the website, and wanted to keep the current colours or incorporate new, complementary ones. The client liked the idea of their name and initials being incorporated into the logo, and ideally the logo was to be cohesive with the current branding. The client was open to ideas, however they did include a Pinterest board on logos they liked for inspiration.
Target Audience:
The target audience for this project was peers and superiors in the design industry. This website is a portfolio, and would primarily be used for job applications and personal development. The logo must be corporate/appropriate for work.
Specifications:
These logos would be on a portfolio website, and potentially business cards.
The client wanted to have two logo variations. One which will be the sticky logo in the top left of the site, this one will ideally be an icon logo. The other version will be a wordmark, which will be displayed at the bottom of each page.
Original Logo Design
Colour Palette
I began with the icon logo, because I found the perfect 'e' whilst searching for font types. I initially decided to keep the icon very simple, with a slightly off-centre outline to add more character. After receiving feedback from the client, she requested a small illustration be included. This addition reflects the client's personality more, whilst still keeping it modern and appropriate
for work.
 After another review of my progress on this icon logo, we decided on the second leaf iteration with a slight modification to the leaves. Here is the final result in all four colour swatches:
Next, I moved onto the wordmark, which would consist of the client's full name. Using the same font as before, I manipulated several letters to create a type I was proud of.
Alongside the type, I also designed two other concepts for the client to view, both containing the leaf illustration.
 After reviewing these iterations, the client preferred the wordmark that included "UX and UI". I adjusted the sizing a bit more, and here is the final logo:
Final Icon and Wordmark Designs
Employer: Emily Shaw
Completed: October 2020
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