Wettje: Logo

The design process for my logo was a long yet exciting one. From the start, I wanted to focus the logo around my initials, “JAW.” I also knew that I wanted to try and form the three letters into the shape of a jaw. I was originally going to try and get it in the image of a shark with it’s mouth open using the “A” and the “W”, but things weren’t working out as planned. I decided to turn it upside down to see what could be done to change it but after rotating it 90 degrees, I saw my logo staring at me. It was a fish with it’s mouth open. The final thing I did was make the “J” into the eye and give it a -25 degree rotation to add movement to the logo.

When I was trying to find a typeface for this logo, Bradley Hand ITC seemed to ber made for it. It is very scaly, straight where it needs to be, and rounded where it needs to be for all three letters. I also liked that the cross of the “A” extended past the letter, giving it an imperfect look that works very well with the imagery. I used Tekton Pro for the rest simply because I liked it and thought it worked well.

When trying to decide on a color for my logo, I wanted a very tropical feel to go with it. No colors were going very well until this shade of green. I love how it is not a very commonly used shade of green but it is very bold and something that could be found in nature. For the type and bubbles, I took a picture of an ocean and used the eyedropper tool to get them to look very oceanic.

The only visual I used in the logo is the bubbles coming out of the fish’s mouth. I wanted to unify the nautical theme and make the fish seem underwater, which is also why the type is over the logo. On the business card, I used the bubbles to point up the the type above it to draw attention from my visual to my information.