Alex Barz: Logo Design Case Study
I was commissioned by a good friend of mine to design a logo for her freelance photography and digital media marketing service. Alex knew going into it that she wanted a hand-lettered, custom logotype so I made a tear sheet of a few examples that she liked and quickly got to work sketching out the initial concepts.
Alex provides photography, social media campaign development and marketing services to clients in the hospitality and food & beverage industries.
Alex and I worked closely on the first phases of this project, and spent a lot of time getting the shape right. We selected a hand full of sketches (below) to work with and narrowed it down from there based on thickness - we wanted to go a little less bold to add more of a refined, feminine look and allow us to add more intricate details.
We chose one of the directions from the concepts shown below and I went back and sketched out a few more versions of to flesh out the details and how the letters would interact with some added flourishes.
I then pulled one of the final sketches into Illustrator and vectorized it. From there, I got to work tweaking the shapes, connecting flourishes and painstakingly ironing out the individual letters until I arrived at the final product.
The final logo would have to be used not only for the standard branding, but also as a watermark over her photos - So while the logo was going to be hand drawn, I needed to make sure the final version was clean and simplified for the various uses.