The Professional pt, 16 (Development of The Logo)

These were my initial sketches, very basic just to act as a starting point.

I did read a couple of articles to help me design it properly.

https://iconicfox.com.au/brand-archetypes/

https://99designs.com/blog/tips/types-of-logos/

https://www.logogenie.net/blog/using-shapes-to-design-logos-the-emotions-behind-circles-squares-and-more

https://www.creativebloq.com/logo-design/psychology-logo-shapes-8133918

https://fabrikbrands.com/the-psychology-of-logo-shapes/

https://visme.co/blog/modern-fonts/

https://www.smashingmagazine.com/2010/01/color-theory-for-designers-part-1-the-meaning-of-color/

From there I earn enough ideas on how to design the logo.

I did 2 more sketches this time a bit more refined with more meaning behind each.

Afterwards I did many variation digitally on Illustrator. I tried to include the element of a triangle, to represent power, in terms of using a strong language in my design. At times I had a vertical for aggressivity, in term of protestations.

I however also have a rectangle which conceptually act in contrast with the fact that I try to be as professional as I can with my designs. Talking about contrast, I also have a circle which sorts of represent the sensitive part of my design since some have an emotional aspect to it.

I also felt quite inspired by the documentary we were presented called 'Disruptors' where they talk about how design can be used to make a change in our way of living and so on. Therefore I also ended up implementing this idea within the design too.

On the same wavelength, the fact that the disruption is represented with a cut it also gives the design a more modern look which further relates to the idea of creativity and innovation.

For the font I used a combination of Azonix and Moon 2.0 Regular since they have a modern appeal to them which relates back to the idea of innovation, in the sense where I like creating something new everytime.

The other part of the font is simply the Moon 2.0 Regular. However, I lightly modified it by reducing the height of each rectangles that forms each letters and eventually the curve that closes the 'E' for example.

I however had to actually modify the 'B'.

The reason was because, if I didn't it had this spike when I cut it which I didn't want.

Eventually this in the way I created the logo. Using the width of the 'A' for most of the modifications.

These are the fonts that I chose for the brand identity, to be used in any documents and so on. Along with the colors that will represent the brand. I chose black and white since they display professionalism, however I used 3 shades of gray instead of simply black and white to allow room for creativity. I also decided to go with red since it represent rage and strength, good for protests and the boldness of the brand's voice. Then I added 2 purple to make sure that there's room for creativity again.

As for the fonts I used 3 Headers especially to make it easier to create a website for the brand and different paragraphs mostly for texts and creativity.