Jen Brotman- Logo Design

My design process consisted of working with my initials. I discovered that they could be symmetrical and I wanted to work with that, especially because symmetry fits into the gestalt principle of equilibrium. I thought I could use my initials and create a butterfly in motion. The butterfly is simple and feminine, like me. I placed it on an angle because diagonals are more appealing than straight lines. Also, I chose to hand draw the letters of the butterfly and its flight path. These two aspects are on my stationary, my envelope and my business card, showing their simplicity and ability to carry across all three things.

After handwriting my initials, I looked for a script font that is similar to my handwriting. I chose Lucida Handwriting because it is a script handwriting. For my information on my business card and my return address I chose ITC Avant Garde Std. It is a simple and readable sans serif typeface. I also wanted it to have a one story a to match my name's one story a. The two fonts match, yet contrast enough to create harmony.

I chose to do my logo in color. I thought one spot color would be effective with white. I chose Pantone 265 EC because it was a nice purple that fit with the simplicity and femininity of my logo.