Designing a Logo for an Emerging Company with No Previous Branding
IN COLLABORATION WITH: STEPHANIE BOYLS
Phase 1:
Amavi, a hospice company based in south Texas, sought a new logo and branding kit through my freelance services. I drafted the possibilities by sketching logo options (Exhibit A).
Exhibit A
After researching design trends in the medical and hospice industries, I incorporated the most common logo motifs: hearts, medical gear, and hands. However, my goal was to provide a wide variety of themes for the company to choose from.
For example, the logo below (Exhibit B) is the company name — Amavi — designed within a circle. Can you find each of the five Amavi letters?
Exhibit B
Phase 2:
After the first review of my logo design sketches, the Amavi team chose a logo motif: the heart. Additionally, they requested a color palette that incorporates blue tones without appearing somber. I went back to the drawing board, creating the color palette below (Exhibit C).
Exhibit C
The Amavi team then requested a font selection to match their theme of tranquility. The Alice font was selected for this project, as seen in Exhibit D.
Exhibit D
Using this approved palette, I designed another series of logo options, incorporating their requested heart motif. The second round of logo options can be seen below (Exhibit E). The Amavi team’s logo selection is indicated by the red circle.
Exhibit E
Phase 3:
With the final selection, I collaborated with a colleague to render the selected design in Adobe Illustrator. We created several variations of the logo — in color, with text, without text, in black and white, and transparent. These final renderings can be seen below:
