Logo Design

During my first meeting with Shirin, she indicated that she was interested in retaining the same logo font and using a similar, but more muted, orange background along with brown for the lettering. She also wanted the logo to look more whimsical and playful, albeit controlled.

The first step was to recreate the present logo, introducing proper spacing between each letter. This may seem a subtle change, but it's remarkable how an image is changed by spacing in accordance with how the human eye reads the respective spacing, as opposed to what a ruler, or a keyboard may dictate:

Once the spacing was tweaked, the image that evolved in my mind was taking the existing logo, and planting it in a garden to see what happened. I viewed the horizontals of the three A's as the major points of rigidity in the existing logo, and as such, they were the first letters I sought to change. Next came the 'R', which further broke the boxy confines of the original logo.

Looking at the 'white space' still present in the logo, I added another swirl within the 'D', followed by the three teal bullets. After being (at least temporarily) satisfied, I moved on to researching and drawing the illustrations. Days later, I came back to the logo, and decided to change the 'E'.

The original letter was designed such that the 2nd and 3rd horizontals were the same length, with the 3rd cut at 90 degrees. Looking at the logo as a whole, it didn't seem quite balanced, so I extended the third horizontal, and also angled the end cut, thus mirroring, and balancing, the leading edge of the first 'M'.