My client approached me for help refreshing an outdated, existing logo and then creating a branding package and marketing materials around the new logo.
After an initial discussion with my client about what he wanted a new logo to represent, I got to work. Originally, he wondered if we should create an entirely new logo, but I didn't think that was necessary. I appreciated the intent of the old logo, but recommended some strategic changes.
Details: Because my client is a chiropractor, I felt it was especially important for his logo to have symmetry and balance. In the old logo, the letters "R", "D", "C", and "P" were flattened on the top and bottom instead of round, so I chose a more open font because circles are an important component of the new logo. Next, I put the word Chiropractic on one line for the sake of continuity. Then, I updated the color palette to something a bit more sophisticated, which included removing the red accent. (I found the red to be jarring for a business that reduces patients' pain.) Once the logo was approved, I created business cards, signage, shirt designs, and office stationery. My absolute favorite piece is the staff uniform, where I incorporated the "spine" graphic from the logo and placed it on the back of the shirt in the anatomically correct position.
Applications Used: Illustrator, InDesign
My client provided her own hand-drawn sketch that creatively combined feminine features with a camera to reflect her personality and her work as a photographer. While the concept was full of character, the design needed consistency, scalability, and professional polish.
Using her drawing as the foundation, I refined the lines, rebalanced the layout, and added intentional color for clarity and visual impact. The result modernizes her original idea while preserving its charm. Now the logo scales beautifully across platforms and reads clearly at any size.
Details: First, I converted my client's graphic into vector art. I kept the hair, lips, and face shape as a sketch, and drew everything else with clean, crisp lines to add contrast. Then, I rearranged the color palette and applied color strategically.
I wanted to maintain the feminine, playful aesthetic while adding polish and professionalism. Next, I chose a font that complements the personality of the brand while leaving my client's name in her handwriting (which I converted to vector art and cleaned up). Finally, I included a hidden gem...a meaningful touch that reflects my client’s love for what she does. The tiny shape in the camera lens is a heart that I designed by using the capital letter "S" in my client's first name, duplicating and flipping it, and filling it in.
Applications Used: Illustrator