Visually, the goal was to keep things very simple for the image of the company - the clothes would speak for themselves. After the initial pitch, it was suggested to work on the logo and branding a bit as it seemed ‘sterile’; definitely not the look Cristina was going for. Tweking the logo turned out to be more difficult than Cristina initially thought. In the second logo the ‘d’ in de was supposed to look like a needle, but the feedback was that no one really got it until it was explained, which just made it look like a wonky letter. The third iteration got really close, but the stitched circle on the outside became very hard to see the smaller it became, which wasn’t ideal for labels. After tweaking the logo, the color scheme went through an edit as well. Initially, the colors were very earthy, but they were leaning much more toward the darker side than initially intended, and it became a little dreary. Taking the same general colors and turning up the brightness on each kept the earthy feel but brightened everything across the board, keeping more in tune with the original feeling Cristina wanted.
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