Branding :: Round 2 logo designs for North + West

I'm continuing a series of posts today showcasing my brand development process with North + West Collection, a lifestyle shop in Eugene, Oregon. In case you missed the previous stages of the process, I first shared the mood board and palette we developed from Pinterest images. Second, I created the first round of primary logo designs.

Above is the second round of logo designs. As you can see from the previous post, many are edits and fine tuning of the designs from Round 1. Based on Nicole of North + West's feedback, I explored including softer mountain decals and focused primarily on a horizontal layout. I also stuck to using light, modern, sans serif typography. I played around with the design elements she liked and included additional natural illustrations, liked waves and linear mountains.

Nicole was immediately drawn to the design with the line drawing of mountains above it (pictured below) but still was interested in seeing a few changes for the final round. She wanted to explore adding lines below the design to indicate water--land meets sea--to give the logo more of a circular shape. She also requested a version where the mountains had fewer lines and felt less heavy, as well as an option without "collection" below it.

Next week I'll have the final round of logos to illustrate the evolution of the logo design process. Finally, the week after I'll unveil the brand manual, complete with secondary logos, stationery designs, typography, and more. Stay tuned!

Are you interested in redesigning your brand? Contact me with details about your project.