Logo redesign for a fashion retailer based in Germany
Fashion / Clothing / Jewellery / E-commerce
Nadine reached out to me about the redesign of her current logo for her online business. The current logo didn’t quite reflect the fashionable and classy nature of the products that she sells. Shadows and other effects used in the logo make it hard for her to use it on different backgrounds and in different applications.
The logo needed to appeal to a feminine audience, show quality, and timeless appeal but still not go too far from the original because her brand was already well established. Since the logo is mostly used online in a square format, it needed to fit in that frame and not be too thin so it would be readable in small sizes.
It should also convey the same attention to detail as a woman does when she picks out her clothes and accessories.
Logo Design Process
Using the iPad for my sketches has been a really big time saver in terms of how long it takes me to provide initial samples. I can explore ideas more quickly and I don’t need them to be finalized before I bring them to my vectorizing software.
I used this sketch as a starting point to create a few different directions that could better represent Lady Bling Bling brand.
Digitising & Refining
There were things that were working well in both of these and things that weren’t so after discussing it with Nadine we started to refine the second sample and merge the good from both in one.
My first instinct was to keep the name in three rows because that would make it possible for the letters to be as big as they can be in a square format. However during the process, even though the letters themselves were translating the message well, the layout wasn’t working so I tried to set it in two rows which worked really nicely.
To set the new logo a little bit further apart from the old one, this gave us a chance to experiment with the connection between the words in the second row. Flourishing was overpowering and might create issues with using the logo in some applications and in small sizes, Nadine suggested I try and make a heart shape in between the words witch worked really great. It’s barely noticeable when you first see the logo but a fun thing to find out on close inspection.
This is why I think lettering has an advantage over using fonts. Since all the letters are drawn custom I could experiment with them and make different connections until everything works just right.
Final Logo Design
After a long search for a logo designer, I came across Ivana´s portfolio. Her individually crafted typefaces and her creativity were appealing to me, because for my company I wanted an individual logo with focus on font and arrangement. The collaboration with her was really great and already the first designs met my ideas. Ivana is very friendly, professional and accurate and she has made all adjustments in a short time and according to my wishes. I´m 100% satisfied with the complete process and with the final result. It was a pleasure to work with Ivana and I can highly recommend her.