Case Study: Simple Wellness Logo
Somehow it seems all my logo projects ended up wrapping up in the same weekend. I absolutely L O V E how this brand turned out, and really enjoyed the process. Minimalism in logo design is hard to achieve. With a name like "Simple Wellness Co," it was important to not over-complicate the design elements and branding. Here's the whole project, start to finish.
About the client - Recent Graduate with a masters degree in public health. After graduation, she wants to start a small business/side hustle as a corporate wellness consultant (go into companies and help them implement health and wellness strategies for their employees). Business would also include a blog, custom wellness content and downloadable free & paid content.
First step... consult the Pinterest board. My client sent over a pretty comprehensive idea of what she liked, so I took it and ran with it: Pinterest
I always design the first 3 or 4 rounds in black and white so that we can get to the most pure form of the logo. Also great for single color printing purposes.
The first draft is a smorgasbord of ideas and concepts which are far from the refined, final product.
Concept 1: Badge Icons
More to look at here, I added some different leaf shapes in there also as a way to try and fit better between the text. The problem is 'simple' and 'wellness' aren't the same length word, so it is a little harder to get them to fit together nicely in the badge shape.
Concept 2: "i" Flower
Some variations here as well particularly with the 'wellness' below and the shape of the top of the flower. I think the 4th one definitely looks nice and welcoming.
Concept 3: LL
LL are actually my client's initials, which was a wonderful coincidence! This is something she can explain on your website and social as part of your brand vision, since she is the driving force.
My client decided that she wanted to add 'co.' to the business name because of the availabilities of the domain names and social handles. Everything happens for a reason because those two extra letters helped us decide which concept was the best.
It really helped to see the remaining contenders all on one page. It became pretty clear that the LL detail logos were the strongest, especially once we spaced out and thinned out the typeface. The stacked LL's effectively tied in what would have otherwise been three disjointed lines of text.
DRAFT 4 (A.K.A. THE BEST PART)
Concept board 1: Blue/Silver
- clean and timeless
- silver lines to illustrate how Simple Wellness Co. will be connecting the clients to their wellness team
- letters of script font matched the illustration style of the leaves
- colors here are tropical without being kitschy
Concept 2: Green/Tan
- tropical theme with emphasis on the 'oasis' type feel of the sand, rattan-type pattern and brighter greens
- more playful, younger brand for a younger clientele
- brush script is less stuffy and feels more like handwriting
Concept 3: Green/Gray
- closest to the original concept
- light, bright, clean spa type feel
TYPOGRAPHY & COLOR STORY
I love icon sets because they add a really personal and polished edge to brand design. When you are trying to communicate a new business idea or a want to take a step up from stock icons, custom icons are the way to go. Icons are also great to break up long chunks of text on websites, digital and print marketing.