How I Designed My New Logo
I recently decided my brand needed a little refresh, and part of this was a new logo. The logo I was using was beautiful but incredibly fine and detailed, with lots of delicate lines. As lovely as it was, it just wasn’t practical for use as an actual logo. I needed something simple, strong, and versatile, with the main goal being to use it as a website header. So, here’s a step-by-step breakdown of how I designed my logo (as a non-logo designer).
1. MIND Mapping
Pretty much every project I do, the first step is to create a mind-map. I need to get ideas out of my head and onto paper. During this part of the process I identified motifs that felt right for the brand, such as foxes, hares, flowers, acorns, leaves etc.
2. Sketching the Concepts
Next came the sketching phase – I’m very scruffy at this stage. I took the ideas from the mind map and turned them into rough sketches. This is where I explored different layouts and visual elements. I experimented with foxes, hares, pheasants and different types of leaves, and different font styles to see how they might work together. I really liked the symmetrical layouts and having a combination of leaves and an animal.
3. Refining the Design
Once I had a few sketches I was happy with, I started refining them. I decided pretty quickly that I like the foxes and hares the best – I like the way they move so fast and it feels like they have good energy. I worked on the proportions, the balance between the hares and the oak leaf, with a much bigger oak leaf than a hare which felt somewhat whimsical to me. I wanted it to feel balanced and cohesive. After several tweaks, I had a design that felt like the right fit.
4. Digitising the Logo
After settling on a refined sketch, I took it into Procreate on my iPad to digitise it. I traced over my sketch and tidied it up some more. I then opened it in Adobe Illustrator, image traced it and after much more playing around and searching for the right font, I finally ended up with my new logo. Since it’s quite a big logo, so for smaller things (like my website favicon) I’m planning on using the running hare. For other applications I can use the outline of the running hare with the the slightly mischievous expression (what mischief is it running from I wonder…?).
5. Final Touches & The End Result
The final logo design is a simple combination of the running hares and oak leaf. It connects to nature and a connection to the earth. I chose to keep the design monochrome for versatility and to try and keep it simple.
And that’s how I created the logo for Lauren Faye Peachey! It was a process of trial and error, but in the end, I ended up with something that felt true to the brand I’m building. Each part of the design has a purpose, and I’m happy with how it turned out.
