A rapid logo evolution
When TQC shared the logo design with me, I was immediately struck by the “dots” and the repetition of the Q. All I could see were the problems with this mark. Take a look at the design below (Figure A), and then compare it to the greyed out version on the right (Figure B).
The Vision & Process
I began sketching ways to introduce a “quilting” into the logo mark. This began with taking the existing letter Q, and overlaying a grid. I then traced the letter Q using a variety of squares.
I then iterated hundreds of variations of the Q using these small squares. It reminded me of the early days of web design when I designed icons for the 640×480 screen resolution. In those days everything was created with bitmap artwork.
After removing the various “dots” from the type mark, I then introduced a script typeface for the supporting text. The script softened the slab serif typeface of the main type mark, while introducing a secondary typeface for the brand.
The Final Evolution
In less than 2 hours I was able to evolve Quilting logo, add personality that resonates with the target audience, while providing a solid beginning to a brand they can evolve for years to come.
UX & Website Design
The Quilting Company website re-design project began as a UX exploration with the client. The initial problem counterspace was hired to solve was focused around creating a new navigation structure that could be incorporated within their WordPress and Magento ecommerce implementation.