Designers can struggle when faced with creating their own brandmark. It’s a lot of pressure to craft your own identity, blowing through sketch after sketch, many “”s and logo comps tossed in the bin, just to achieve that perfect masterpiece that communicates everything about you, all in one visual. I had 3 goals for my logo redesign: 1-modernize the look, 2-set the tone that expresses my work, and 3-make it flexible enough to throw on a lot of mediums and scale up or down (a mainstay rule for any logo).

Luckily I wasn’t too hard on myself. I approached this in the same way that I would shop for clothes: I go in, try things, pick what I want and check out. No agonizing over what is perfect, no over-embellishing, I just ran with what fits and looks right. I kept my existing domain name, which informed the letters in my mark. I still liked pink (my favorite color is purple but it’s too serious! I like to have fun 🙂 ).

Basic shapes were my main focus, and I wanted to use some variation of double As, maybe keep M in. I hand sketched some ideas before deciding on a direction, opened Illustrator to mess around with perspectives, then finally chose to use concentric circles and triangles in a more “flat” way. Stacked lines and no weighted or shaded areas almost give a vibe of a project that’s under construction.

Designers do a lot of foundation work whether it be through grid systems, color palettes, style guidelines, etc. The sense of incompleteness works for me, because my design and art style is a constant work in progress (so is my life). In my mind even if you think you’ve reached the stars, there’s always room to improve and that’s what I crave. It felt right and it felt like me.

Alexis Anne Media