Design for JL Studio, 2017.
My design process always begins with a sketch. Sketching allows for rapid iteration and quick testing of design studies before settling on a direction, without dwelling for too long on any one option.
I knew from the start that the logo would involve the symmetry, or possibly asymmetry, of the letters J and L.
With that starting point, I tested multiple ways of arranging those letters and adding other letters from my name - my middle initial C and the second letter in my surname, U. I tried serif, sans serif, rectilinear, and curvilinear letters in vertical, horizontal, and gridded formats.
I eventually came to the realization that both symmetry and the addition of letters reduced the already powerful tension that existed between J and L. I knew I had to explore an asymmetrical condition between the two letters.
Once that realization hit me, the rest of the pieces fell easily into place.
Final Design and Guidelines