Case Study

Logo Design

Designer Identity

Branding, Web Design

Overview

Identity exploration to final mark

A selection of logo and identity work, from a personal monogram to marks for beauty, fashion, food and healthcare brands. Each one moves from exploration to a final mark, delivered with usage guidelines.

Role: Logo and identity design
Deliverables: Primary mark and lockups
Guides: Spacing and colour
Sectors: Personal, beauty, fashion, food, e-commerce, healthcare

Identity System

Primary mark, lockups, and usage guidelines delivered as a complete system.

Selected marks

One approach, four kinds of brand

Personal brand. An interlocking SVJ monogram with a script tagline, shown on a monitor to check how it reads on screen.

Beauty, fashion and food. Each mark takes its tone from the brand: a gradient for a makeup artist, a fine illustration for a boutique, a bold bun for Secret Menu.

Wordmarks and monograms. Type-led marks, from a clean sans wordmark to a script wordmark and a calligraphic symbol.

Healthcare. Calm, legible marks for clinics, using crosses, seals and plain wordmarks to signal trust.

Approach

From exploration to a mark that holds up

Primary mark and lockups so the identity works in more than one arrangement.
Spacing and colour guides so whoever uses the mark next keeps it consistent.
Marks used in real projects. Secret Menu and YouTab, both shown here, are built case studies in this portfolio.