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In order to establish the brand behind my freelance design services, I analysed the values I wished my branding to represent, researched a variety of relevant design trends, and experimented with several different concepts. Here, I share the process I used to create my brand identity and the thinking behind it.

Aims

To begin with, I mapped out all of the different characteristics of my design work and identified which ones were most important to me. This gave me a clear idea of what I wanted to communicate through my branding.

I decided that my branding must communicate the ideas of:

Modernity
Capability
Dynamism
Simplicity

I chose to use my own name in my branding, rather than create a company alias, to nurture a more personal relationship with my clients.

Researching Trends and Interesting Brands

I then looked at relevant design trends and brands to see how other designers have translated similar ideas into a visual form.

Among the trending logo designs in both online portfolios and corporate work, symbols and monograms were especially prevalent, with a tendency to adopt block shapes or thick lines to form simple and elegant graphics.

brand-logo-inspiration-1.png Sources

Furthermore, the branding of Signes du quotidien, a Strasbourg-based design agency, especially attracted my interest. I particularly liked their seamless use of geometric shapes in the company's logo and throughout their website, providing it with structure and interactivity. Using nothing more than a handful of squares, lines and circles along with a subtle and varied colour palette, the company succeeded in crafting a very contemporary and inquisitive image for themselves.

brand-signes-du-q.png Sources

Experimentation

Having gathered inspiration in how to tackle my own branding, I first set out to create a monogram-type logo using my initials. This would help establish a clear connection between my branding and my own name as a designer.

I wanted to make the monogram personal. Being a lover of nature, I sought to reflect this in an initial sketch, forming my initials into the simplified shape of a bird in flight. I then tried referencing technology, testing both a globe-like sphere and the @ symbol.

brand-logo-attempts.png

Looking back at my research, I then decided to try working with geometric shapes and planes of symmetry. I liked the precise and visually balanced effect created when using symmetry in my design and felt that it communicated a capable, well-made product and hinted at my scientific background. I experimented with different combinations of shapes and played with mixing rounded and pointed edges. The simple lines and block shapes were in keeping with recent design trends, helping to keep the work contemporary and relevant.

brand-logo-attempts-2.png

Satisfied with the shape of my logo, I then looked at colour, specifically wanting to create a dynamic, varied and vibrant colour palette. I opted for a tetrad colour scheme. The primary colours used reflected how I have the essential skills needed to carry out professional-quality work, and hinted at my elemental curiosity in combining different skill areas and perspectives to create something new and exciting.

#a5e7c5
#1ec36e
#0f6237
#fed8a9
#fd9e28
#7f4f14
#feb5a5
#fc471e
#7e240f
#a2bde4
#165bbb
#0b2e5e

Finalisation

Finally, I chose the sans-serif font Dosis for body and heading text. This inornate yet elegant typeset, composed of equally weighted lines, complemented the logo design well.

I created various versions of the final logo design in different sizes and created an animated logo for use on my website to emphasise the dynamic and boundary-pushing nature of my work.

 

Sources:

Pedro Almeida, TRUE NAVY BLUE, by STUDIO NEWWORK, Ignas Sen Signes du Quotidien