Logos — Designs and Redesigns
New Growth Counseling is a family and individual counseling service located in Provo, Utah. They wanted a logo that indicated the name and purpose of the organization which is to help individuals and family grow beyond their issues. Their owner’s original idea was a plant growing out of mound of earth, but they were unsure how to proceed. The NG combination helps to create a recognizable logo with the added benefit of the negative space being used to create an abstract leaf shape as a nod to the customer’s original concept. This allows the logo to be used with or without the subtext as an alternate abbreviated version. The customer was very pleased with the result.
In 2014, Rimports, LLC was in the process of evolving from a ‘Mom & Pop’ business into a larger company. They wanted to update the logos of their two largest brands to reflect the change. Both were dated and overly complex.
Both were updated to text-only logos in simplified type faces; Savoy for ScentSationals and Optima for AmbiEscents. They were chosen for their legibility with enough character to stand alone as display fonts. They are both still in use as of 2023.
Andrea Locke is a local photographer based in Utah County. She requested a logo featuring her name. I presented her with the two so that she could use one featuring her name and another version as a monogram style logo. She was very happy with the result.
Dr. Tobias T. Smellgood. This is a series of logos for a line of fragrances designed around a vintage typography style. The customer chose the first option.