Logos
Fifteen years of marks for clients from hospitality to lifestyle, the ones that shipped and the rounds before.
Summary
Overview
This collection gathers logo marks built over 15 years, across many industries and design problems. Each one aims for the same thing: a mark that's easy to remember and does real work for the brand behind it. Styles range widely, from clean, simple marks to detailed, drawn ones. Every logo had to work in print, on screens, and in everyday use.
Challenge
Every mark answered a different brief. A boutique hotel, a law firm, a music label, a weight loss product, a lawn care company. Each one had to survive print, screens, and everyday use.
Process
Talks with each client shaped the early direction before any sketching began.
Wide exploration before narrowing to a direction.
Making sure every mark fit the client's values and place in their market.
Brand guidelines followed each logo so the mark stayed consistent everywhere.
Final Marks and Iterations
Some of these shipped. Others are directions explored during discovery, kept here because the route to a final mark is part of what the final mark is worth.
Hotel Williamsburg, New York
An H and a W stacked into one monogram. The H loses its lower half and the W sits under it as a chevron, so the pair reads as a bookmark or a hanging flag before it reads as letters.
A direction from discovery.
Tantalo, Casco Viejo
A lion's face drawn as a sun inside a circle, in line rather than fill, so it holds at the size of a key fob. The wordmark carries a macron over the first A, which is the pronunciation and the only ornament the lockup allows itself.
Final. One hotel running a kitchen, rooms and a roofbar, so the lockup names all three under the mark.
The Roger, New York
An R and a V interlocked in script, knocked out of a navy diamond. The diamond does the work a circle usually does and gives the mark an orientation, which matters on a door plate and on a luggage tag.
A direction from discovery.
Italian Kitchen, Westchester
Not a mark but a label. Three panels in terracotta, cream and olive, with the name set in script across the join and the address running small along the bottom edge.
It is built to be printed on a box rather than placed on a page, which is why the lockup is a rectangle with a border instead of a shape with air around it.
Spectrum Label, Orlando
A waveform runs through the script and comes out the other side as the rule under it. One line does the signature and the underline and the thing the label is named for.
Final.
Kirson Fuller, Orlando
Two surnames in a high contrast serif with a solid square between them carrying the ampersand. The square is the whole mark: it holds the pair apart at a glance and gives a letterhead something to hang on.
A direction from discovery.
Rejutane
An italic sans in two greens, leaning the way a pharmaceutical wordmark leans, with a leaf turning inside a circle at the head of it and the generic name set small underneath.
Final.
Well Dressed Lawns
Two leaves meeting at their stems make a bow tie. The joke is the name, and the mark earns it by being a bow tie first and a pair of leaves second.
A direction from discovery, for a friend's lawn care company.
Urbn Lgnd
Stencil capitals on individual plates, each one roughened at the edge as though it has been sprayed through more than once.
The vowels are gone from the name and the plates are what hold it together, so the mark is set rather than drawn.
Peaceful Park, First Direction
A square frame holding two hills, a cloud and a band of sky. The frame is the mark as much as the drawing is, because it makes a picture into a badge.
Peaceful Park, Second Direction
A second direction takes the frame away and adds two trees. The mark loosens into an illustration, which reads better large and gives up the badge.
Showing both is the point of a collection like this. They are two answers to one brief, and the pair says more about the problem than either says alone.
Greek Doors
A meander, the Greek key, folded until it closes into a G inside a rounded square. One continuous line does the pattern, the letter and the door.
