Charlotte Clarkson is an Edmonton based accountant who came to me to design her logo to start new business. Charlotte had previously worked with the Jenelle from Pink Polka Invitations & Stationery on her wedding invitation set, so she had a very good idea of what aesthetic she liked and how to work with a designer.
She was looking for something tailored and clean. Something that reflected the professional nature of her business. After our meeting, I really had a good sense of Charlotte's personality and how that was going to play into her brand.
As usual, my process started with research. I always spend time doing research on what other businesses in a similar field are doing, and within the accounting profession, I found the designs to be all fairly similar, focused mainly on typographic solutions versus anything with a more designed tone. This played into my initial concepts I presented to Charlotte.
When we had met, Charlotte wasn't sure if she wanted something purely type based or something with an icon. I wanted to show her both options, but really felt a monogram of some kind was going to fit her well.
Charlotte really liked the double C square concept. It has strong aesthetic while maintaing clean lines and being a visually interesting icon. She asked that we split the frame to capture the L in her name, which was an idea I just loved. It added so much more visual interest to the design and was a great way of subtly including that L. from her brand name.
When moving to colour, I had to be very mindful of Charlotte's taste. She loves classic neutrals and I wanted to make sure we stayed true to that. I explored using metallics and neutrals like black and gray to give her brand pop. We played with rose gold versus standard gold, but we ultimately decided that classic gold was going to maintain that timeless brand quality, and avoid the logo becoming dated too fast.
The final design is one that has visual punch, but really captures Carlotte's desire for a tailored brand perfectly. We moved to a full stationery set, including business cards, letterhead, envelope and label after the logo was completed. Stay tuned in the coming weeks for a profile on those designs.