I have just recently completed this logo for Camellia Cottage, and I thought I would share my working process.

For this brand mark my approach was to keep a way from semiotics or anything pictorial and design a logo type. I wanted to create a visual which represented the idea of French Colonial/Country and with formal attributes of calligraphy or a more free formed interlaced font.

It started with some bad pen sketches of an idea that payed tribute to the floral concept of the wording. I wanted to bring the two words together like an organic form growing and intertwining with each other. Naturally it was the “g” that had the potential to grow.

It was then brought to the digital world and after selecting a font, I then examined whether any sort of redesign for the current letters in the typeface would take place.

I always imagined the words placed under and over each other so this brought to my attention the alignment of the two words. The first obvious choice is the two “l’s” above the two “t’s”, but looking at the alternatives I decided to go with another option of how the ‘m’ could work with this composition. The first character treatment was the replacement of the capital “C” to an enlarged small cap “c”. Then a redesign of the “a” followed as I thought the current was too cramped and opening it up would create similarity and balance between all the vowels.

Although most of the concept sketches are bad I generally only use these as a guide or simply an act of recording thoughts and ideas, but if there is a hero or key character I always like to get that right with the pen which establishes a good guide to scan and refine, in this case attention to the ‘g’ took place.

G is for gangster…

By this time of the process it started to feel it was falling into place and was looking on track. I now just looked at finishing touches such as kerning, the ear of the “g”, the separation between creating a variation of the “C , the cross of the two t’s became an underline and a divider which brought an element of contrast to the curves. Its though these little minor adjustments which act as the polish giving general balance to the visual.

The final on the branded background.

And the cherry on top.

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