The goal was to create a logo that matched his style; graphic and abstract with his initials but did not directly show his initials. Numerous sketches were created, and designs were mapped out using the vector tools in Figma. Through a series of emails and phone calls, the logo was approved, was linear, and showed the H, S, C, and G, without directly showing them all. Here you can see the initial sketches and a number of iterations created in Figma.
Mr. Solomon wanted his brand to feel friendly and trustworthy to ensure users would feel confident working with him, and eventually his team. He liked a blue color story and wanted to move in that direction. An impromptu meeting to discuss colors and go through a variety of color palettes, eventually resulted in the color theme used for the logo and site. With some accessibility testing, the brand concepts moved forward.
The dark blue type is a contrast ratio of 10.16:1, the bright blue is 8.59:1 since these are the two font colors for the site.
The client wanted a font that was round and engaging. Fun but legible. Poppins was the font chosen as it was smooth and easy to read.
Focusing on simplicity and style was important to the client. Keeping with his ‘graphic and abstract’ theme, these graphics were created using Figma Vector tools. The color palette was maintained with these graphics, but another accent color would be beneficial.
Brand Identity
Graphics
After the presentation, the client chose to move forward with the bottom left option with the highlight color and no shadow.
Logo
Color Palette
Typography
Resulting Style Guide
Print Design
After the launch of the website, the client approached me to help create a business card. He had a clear idea of what he wanted on the card and also the ability to use the design for other members of his team in the future. He was able to use these cards at multiple conferences and it has driven traffic to his site.
