A thorough discovery session helped us work through their vision before the first sketch was made. Our process follows this up with a design directions presentation, which builds off of what was discovered to present dynamic directions of design styles for the client to choose from. Visuals include moodboards, sketches, colors, and more. This process ensures a cost effective approach that results in a custom logo design.
We ended up taking that inspiration to create a direction we called, “Conceptual & Iconic”. Additional inspiration was taken from traditional Mexican tile and cut paper (or “papel picado”). These ideas were combined with a standard house shape for a unique but straightforward logomark.
The client also requested this new design be versatile for print. Final brand assets included stacked, horizontal, and wordmark-only logo options. We also prepared a primary logomark and secondary brand elements, such as a star and a nail icon. The nail icon will be primarily used for their crew’s shirts and other apparel. The nail icon also conveniently represents the letter “I”, making it a great secondary logomark.