SARITA NARAYANSWAMY
TAMMY'S SOUL GARDEN
This logo was made for a arts & crafts organization that plans group events for parties. The customer expressed desire for specific elements to be incorporated into the logo such as oenotheras and a dragonfly. The logos were made using the line tool in Illustrator.
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Overall the experience of working freelance was very iterative. Much of the decision made including color palette and font was up to me, but it was imperative that I continually consulted with the client in order to work in a direction we were both content with.
COLOR PALETTE & GRADIENTS:
PROJECT OVERVIEW:
TOOLS USED:
Paper & Pencil
Adobe Illustrator
PROJECT CATEGORY:
Marketing
Design
Layout
Advertising
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INSPIRATION & INITIAL SKETCHES
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Looking online, I scoped out pictures of Oenothra flowers and really studied their profile and incorporate them into the final logo.
This is the first sketch I drew of the logo. At this point I was trying to get the shape of the flower down as accurately as I could on paper and some how cohesively include it in the logo. I also had the idea of merging the "T" of Tammy together with the stem of the flower
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The text of the logo came out really well in the first sketch and I felt pretty strongly about using it in the final logo but still wanted to experiment with it a little bit.
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In this iteration I began to experiment with the style of the flower more. I liked the idea of a minimalistic one line drawing of the flower connected with cursive text for Tammy. I experiment with non-cursive letters for "soul garden" but ultimately didn't feel like it fit the rest of the design.
This draft had all the important components, the one line flower drawing merged with "T" for Tammy and all of the text in cursive.
DRAFTS (MANY DRAFTS)
The first two drafts were complete replicas of the final sketch on paper. The third draft was an experiment because the client was leaning away from having the flower connected to the "t".
In the first two iterations of these logos I experimented with putting the flower above all of the text which stayed consistent throughout the rest of the drafts but I still needed to incorporate the dragonfly. I attempted to use it similarly to the flower in earlier drafts by using it as the "t".
In the final drafts of the logo, I experimented with color and how to make the logo feel more vibrant. I really liked the version of the logo with the dragonfly connected to the "t".
I also created a version where the name of the client wasn't obviously on there but the dragonfly could symbolize the shape of the "t" in her name and was at the center of the design. At the end of the day, however, I wanted the client to make the final decision
This is was the iteration chosen by the client for the business. I think it was a good choice with subtle elements like "t" in the dragonfly, and interesting elements like the pleasing color palette.
