One of the things I’ve been super hard at work on over the past couple months is re-branding fallenpeach. All of that started with our fabulous new logo. Since we are starting to offer Graphic Design services in the shop, I thought I’d give you a tiny taste of what happens when we design a new logo.
Above is the file that I sent to a few friends partway through the process. I knew to begin with that I wanted to keep the same colors, font and basic concept behind our original logo. I wanted the new logo to reflect the old one so that it was still recognizable as US. Then I opened up Illustrator and started bouncing around ideas. I knew that I wanted our new brand to reflect the fact that mostly we sell Travel Photography, particularly photos of Route 66. So I started with the Route 66 sign (you can see it in the second logo above) and played around with that shape. Then I started working with the idea that our logo was an old fashioned motel sign (see logo 3) and finally I simplified and started working with a round shape and a semi-retro cut out idea (see logos 1 and 4).
We ended up choosing #4 for a few reasons. One, we didn’t want to pigeon-hole ourselves into the travel concept. We are also offering Matt’s Sammy and Friends illustrations, Graphic Design and Custom Art – so we didn’t want to have our logo be too narrow to include those as well as our photography. Two, I very much believe that our new logo is the strongest concept and finished piece that I came up with during this process. Three, the logo has a retro feel, incorporates elements from our old logo and still feels new, fresh and interesting.
Choosing between #1 and #4, I ultimately decided that as much as I like the swirly gigs, they weren’t necessary and an often spoken rule of graphic design is to design and then remove something. Also, reversing the colors made the logo feel more retro and pop more.
Though I did most of the design work this time, often times I will pass a design to Matt (or he will pass one to me) and we will collaborate until we are happy with the final design. Having two sets of eyes looking at a piece often makes it stronger and we work very well together.
Ultimately, I’m extremely happy with our new branding and can’t wait to work with more business owners in helping them with their branding and new logos. Please take a look in our shop if you are interested in hiring us to help with your project !