Overview
This is a personal project for a fictional alterations business. Here is the design brief I wrote for this project:
The Fit is a small business that strongly believes in the importance of sustainable everyday style for all people. Well-fitting clothes are for more than just special occasions. To align with this value, The Fit wants to create a brand identity and logo that is chic yet approachable and appeals to all genders and ages.
Process
Sketches for the primary logo
After doing a few sketches, I vectorized my favorite sketch in Adobe Illustrator and turned it into a few different logos. While this was a fun experiment, these logos seemed to cater to a specific audience and didn't offer the flexibility I was looking for. I used yet another sketch from my sketchbook as the basis for the new logo and the result was a more versatile design.
Original vector primary logo drafts with original color palette
From top to bottom: 1) Script typography pen tracing, 2-3) Vectorized logo drafts using adjusted versions of the typography tracing with a pin motif
Color palette testing on a draft of the secondary logo
The final design for the primary logo is simple and elegant. Turning the needle into a pin that pierces through the negative space, or fabric, allows for a more effective use of space. This visual cue is also prominent in the submark.
An early version of the submark
Once the logo designs were completed, I created designs for a business card and a garment tag to showcase the brand identity in a style guide.
Front side of business card
Back side of business card
Front side of garment tag
Back side of garment tag
