For the past year-and-a-half I have worked as a jeweler and graphic designer for an ethical business I am proud to represent. APSE started as a jewelry line two years ago on Etsy, and has grown into a flagship store in downtown Bellingham. There, they not only produce their personally designed and hand-crafted jewelry but also curate a selection of consciously-made clothing and home goods. Recently I have been assigned the task of re-imagining the brand identity, the process of which I am documenting here.
Create a new logo that represents the modernity of the brand, while carrying symbolism and meaning behind each graphic element. The new design should be easy to read, and easily applied in interesting ways to all printed and digital content.
The Current Logo + Application
This original logo represents the geometric inspiration behind the various pieces of jewelry that APSE created in its early days. But since its beginning in a living room, this brand has grown into a respected business in their community. Each year they contribute more to notable causes both locally and internationally. The logo needs a refresh that will represent their progressive and unique business.
The Process: Logo
After a few pages of sketches on paper, I move to illustrator to experiment more with typefaces. At this stage I often check in with the team to get feedback on which type treatments stand out in the best way.
Final Two Concepts
We narrowed the options down to two concepts which we released to the public for their votes.
The Final Logo
The chosen logo represents a chain fallen on a surface. The loops and curves of the letter forms mimic the natural shapes that come from a necklace chain. We kept with Futura because it doesn't need supporting graphics to express geometry and modernity. The final design is fresh and sophisticated.