emilie ink.

The moment I sat down with Liz Reed to discuss a logo design for her new venture, I knew this would be a fun one. Liz has an infectious smile, a bubbly personality and the design sense to match. She was looking to have a logo created for her new life coaching business and wanted something that was as personable, approachable and down to earth as she is. Before I even left the meeting, my initial thought was “script.”

Of course I couldn’t do all of the initial designs in a fanciful flowing font, so I crafted a few options that felt really different from each other. Liz liked both the script as well as the speech bubble designs, and after showing a few trusted friends and a good night’s sleep, the script design was the clear winner.

Liz wanted to see her new choice worked in a few different ways. Was there a way to make it a little more gender neutral? I tried a few options, and worked a little logo magic on the script until we were both happy with the design.

We then met in person to decide on the final colors for this peppy design. We picked out a beautiful teal, a sunshine yellow and the perfect grey tone to pull it all together. I love the way this unique logo came together, and I know Liz is thrilled to start showing it off.

One of my very first projects when I joined the team at emilie inc. was the logo redesign for Mark Davidson. Mark is a North Shore based wedding photographer whose crisp images capture the moment perfectly. Mark really wanted to rebrand himself with a more modern mark that embodies his easy-going yet professional personality as well as the seaside charm of coastal New England.

Creating a logo is a process, and one that requires a lot of back and forth feedback. The first round of logos I designed look great on paper, but they didn’t capture the simplicity and candidness Mark was after. Back to the drawing board!

With some creative feedback, I jumped into a second round of logos that felt a little more refined. A few designs screamed seaside charm, while the others merely hinted at it.

In the end, a well thought-out type treatment was the obvious winner. I then sent Mark some Pantone color chips in the mail so we could decide on the final colors for his mark. We decided on a clean khaki complimented by a ocean grey. In the end we attained a simplistic logo that will always allow Mark’s photos to be the center of attention.