A little while ago I was in the throes of obsessively updating my portfolio and creating some projects for myself while I get ready to go back to work, usually in the hours between Alex’s bedtime and mine. One night I was like “maybe I should make a new logo for myself.” Whoa! My old design logo was one I’d had since 2011, before I graduated from school:
It’s not bad, really, for how shoddy my illustrator skills were at the time, but it’s pretty far away from who I am as a designer now. Then I was an obsessive anglophile and I loved royal history and crowns. Didn’t have much to do with my design, though. Still, I hung onto this identity for a long long time.
While trying to devise something new, I wanted to make sure I went minimal, and probably more type focused. I searched around for the inspiration to hit, and I started thinking about trees. The kicker is that I used up a bunch of good ideas in my blog logo. I’m still not very good at saving my process so I don’t have any to show, but I eventually arrived at this super simple tree/chevron design:
I love that it’s very much “me”. It’s minimal, it’s bold, it conveys nature and design simultaneously, and it’s a standalone icon as well as part of a wordmark. I love when design can do double – or triple – duty.
I’m mulling over the eventual consolidation of both my design and photography businesses into “Caroline Royce Creative” or something, but for now I think this bridges the gap nicely.