The client needed a logo for a jewelry business – fine lines with a geometric shape that evokes metal work and gemology
FIRST DRAFT
Based on Client's drawing
The sketch above was provided with instructions:
1. Keep the font as close as possible
2. Add a fine line design underneath
Unfortunately, the font could not be sourced and had to be traced with paths over a pdf copy of the original font
For the logo design,
I start by drawing a simple line –
Then, I apply the Effect:
Distort & Transform... > Transform...
Set Copies: 11
Reference Point Locator: Top Left
Angle: 8º
This is the left wing
Duplicate the line and
flip horizontally for the right wing
The center column consists of lines extending from a half circle
With the Ellipse Tool, constrain an ellipse (viz. Circle) and
– with the Scissors Tool –
cut left- and rightmost points show by the Bounding Box at the circle's "edges"
Delete the topside curve and make the semicircle
To adjust the wing tips, select the line and choose:
Object > Expand Appearance
Modify endpoints
FONT
Character building
Each letter is built up with lines, shape, or a combination
I use the 🖋 Pen Tool and a point's handles to create curves for the characters 'P' and 'D'
Complex shaped letters are then Grouped
As a preview, I apply a gradient
by selecting all paths and choosing:
Object > Compound Path > Make
Adjusting the Stroke from 14 to 6, or 2 results in font options:
Put together, it's a facsimile of the Client's drawing:
Left to right: Replica (in Bold), Gold gradient (in Bold), Ultra light font
VERSION 2.0
New design, same principles
Client feedback significantly improved logo design:
• wings w/ uniform lengths
• evenly distributed space between fanned lines
• more lines overall
• center column lines terminate with curved end
WINGS
For the redesign,
I begin again w/ a line and apply the Effect:
Distort & Transform... > Transform...
increase Copies: 14
new Angle: -3º (left wing)
new Angle: 3º (right wing)
alternatively, flip the duplicate horizontally like before
COLUMN
I draw another line, apply Effect:
Distort & Transform... > Transform...
increase Copies: 14
Move > Horizontal: 20px (or until it touches the semicircle,
adjusting proportions as needed)
adjusting proportions as needed)
Option + click duplicates semicircle
Hold Shift to constrain the x-axis value
Drag to the bottom
Select all paths and use the Shape Builder Tool to curve the end
Option + click to delete the overflow at the intersection of the line and semicircle
Hide or delete the semicircle copy
TYPOGRAPHY
Line paths have a Stroke of 6 and Rounded Cap
Duplicate the original line to maintain consistency and employ a rectangle as a guide to constrain letter height
'A', 'D', 'E'
'N', 'P', 'W'
TAGS
Product Items, Branding
Client requested a version with tags for a vendor table runner
Sourced from Adobe Fonts – Poiret One Regular
Thanks for checking out my work 👽
If you need a logo, web application or custom graphic –
please send me message!
