BRANDING | LOGO DESIGN
Lucia from DEINKI creates whimsical patterns for the young-at-heart. She was looking for a brand-refresh, because her logo didn't work well with different formats. She started her company because of the love she has for her kids, which she included in her business name (Deinki is an abbreviation of the german words "Dein Kind",meaning "Your Child"), which I wanted to highlight in her new logo by using a two capital letters. When talking about her own childhood, Lucia told me about the fond memories she has of riding her bike with her friends until it got dark outside. I created a colour palette that matches the feeling of nostalgia and the good old days, to remind parents of their own childhood. Her logo is fully hand-rendered and uses a modular system to fit any usage scenario. We also created a brand pattern and brand guideline to make sure Lucia was set for the future ahead.
DELIVERABLES
Brand Strategy
Brand Manual
Logo Design (Multiple Formats)
Typography
Brand Colours
Brand Pattern
PROJECT DESCRIPTION
LUCIA'S PLAN
Lucia wants her business to grow in the future and expand from a freelancer to a pattern design studio.
THE PROBLEM
The original brand design, which she created herself many years prior, wasn't versatile enough for her current needs. Due to its shape, the logo didn't fit into different sized formats. Because she wants to be seen as a professional studio, she wanted that professionalism to be reflected in her whole brand's apprearance.
MY SOLUTION
I have created a new brand identity for Lucia which is professional, yet playful, to be enjoyed by her target audience of families with children. The hand-rendered logo with its imperfections shows character and whimsy while still looking professional. By delivering thirteen modular variations, her new logo fits any scenario imaginable and still looks recognisable ever time.
LUCIA SANGUINETTI-JONESCHEIT
I was looking for someone who understood the young-at-heart aesthetic and could deliver something whimsical yet professional. I loved all the different approaches and directions Nina proposed and how she explained and presented them. It made the choice way easier. The new logo reflects my brand better and gives me confidence when introducing my brand to potential clients.
BOLD DESIGN FOR BUSINESS OWNERS YOUNG-AT-HEART
A design is only effective when it’s seen. That’s why it is important to stand out from the crowd of brands and products. So be bold and invest in your company’s visibility to catch the eye of your dream customers. Because that’s where messages are first perceived and directed to where decisions are made - from the eye to the heart.