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aCE MAYES DESIGN PERSONAL BRANDING BRAND AND LOGO DESIGN
PROJECT OVERVIEW This logo design was developed for my freelance company that I started during my Professional Practices in Graphic Design GD3985 class at the Rocky Mountain College of Art + Design. In this class we studied best practices as designers and looked into establishing ourselves in the freelance market. Having some mild success as a freelance designer, I created a new logo for my freelance company Ace Mayes Design (AMD). METHODOLOGY I have had several different versions of a logo design that I have used, but none of which I have been particularly happy with. As I continue to grow and evolve, and starting my own freelance company, it was important that I develop a logo and brand that is both unique and professional. Previous iterations of my logo used more of a script style typeface to mimic my own hand writing. For something more professional I felt I needed something more simple, clean, and consistent. I began by researching successful logos of other designers and design companies and taking a hard look at my own message and mission. I wanted to take a minimalist approach for the design of my brand, but still add some personality. In my thumbnail sketches, I explored different ideas of the use of my initials and tried to think of creative ways of expressing myself as a designer. Exploring my own signature as well in these sketches, I realized I create a 5-point star when writing the 'A' in my name. I created digital version of the three strongest designs, exploring color and size. Ultimately expanding on this idea and wanting a clean/professional image, I developed the final AMD logo using the Century Gothic font, creating a start out of the 'A.' I chose Century Gothic because the clean look of round geometric shapes and high x-height. The color palette was chosen for simplicity - the black logo on light colors, and the white logo on dark colors. I fell this helps maintain consistency for the brand across all media. thumbnail sketches
digital refined logo concepts
final logo design and brand style guide
final logo design
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