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 “final_final_draft.ai”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