LOGOS
Branding that tells a story, gives personality and expands reach
This collection demonstrates the creative process behind establishing a brand narrative and collaborating with the client to provide a graphic that captures their story.
KonMari Consultant Logo
This logo was designed for a home organizing service in Los Angeles. The design process started with workshopping the brand narrative with the client. I was inspired by the influence of my client’s faith on his philosophy of tiding. He believed that organizing personal belongings is a mystical process that aligns earthly space with heaven. This process helps people gain more control and executive function over other spheres in their life.
I used an old symbol from antiquity as the basis of this logo. The classic symbol is a circle in a square. The circle represents heaven and the square represents earth because of our perspective from the ground. The sky appears to be shaped as a dome and the earth appears to be shaped as a flat square.
Following this symbolism, I created the two smaller
squares to represent the self and our surrounding space. I used the golden ratio to calculate the area of both squares. The placement of these squares within the circle represents our orientation between our personal space and heaven.
This resulted in a very simple design that the client could use to illustrate his company’s philosophy. The geometric pattern intuitively fits the name Centered Space LA. This expands the reach of the brand to the general public.
The watermark version of the logo emphasizes the personality of the consultant. I used the ferns to reinforce LA in the branding. The colors remind you of palm trees and the ferns fit with the home organizing theme.
Carpet Cleaning Logo
Katharos is the greek word for clean slate. This client was starting a carpet cleaning business that provides employment for people escaping sex slavery. The mission of his business is to give people a clean slate and restart their lives.
The name inspired me to design multiple variations of a rectangle with a section wiped clean. A literal interpretation helps viewers understand the meaning of Katharos. This started with a simple green rectangle with a K in the center of a rectangle. The client liked the concept, but wanted to add movement, so I applied the curves to the rectangle to resemble the path of a vacuum. I also applied texture to the graphic to mimic the look and feel of carpet. This evolved to the two logos you see here.
The following images show the evolution from the initial concept to the final product.