The Process of Desiging a Logo

The Process of Desiging a Logo

I recently completed a logo design and brand identity for L.A. photographer Jill Connelly. A photographer’s logo requires a special approach. It’s more personal since it represents a person instead of a separate company. Often the identity incorporates the photographer’s own name or initials. I work closely with photographers to really get to know them and their work in order to best represent their brand in terms of who they are and what they stand for in both a professional and often personal sense as well – as both contribute to the type and style of work they do. For me, the process of defining a photographer’s brand and subsequent mark is a collaborative one.

Jill said, “Here is my new logo, designed by the fabulous Danielle Currier over at I really like it, I hope you all do too. (It is made from my initials btw). If you need logo/graphic design she is great to work with. She does a whole branding exercise and interview to make sure her design reflects you and your business. She is also reasonably priced and and was very patient!”

The Process

1. I get to know my clients by talking with them and getting to know them. I also thoroughly view and reflect upon their work, social media posts, and other ways in which they communicate and represent themselves professionally. Next, I have a comprehensive brand assessment worksheet that my clients use to reflect on their brand and hone in on a direction. After we discuss the results I use this as a guide to create a Pinterest board and invite clients to add to it as well – sharing ideas and inspiration. Through Skype and Google Hangout I’m easily able to connect with clients in any location.

2. I try and absorb everything I’ve learned. Then I sketch and sketch some more until I arrive at what I believe are a range of promising solutions. These I am eager to share with my client and get feedback. Often this prompts a fruitful dialogue and exchange as we further focus in on a direction. From there I may design a few iterations, tweak and refine until we arrive at the final logo.

3. Finally, I expand upon the visual identity with color and typeface suggestions. I may also design additional materials once the logo is complete. I often also collaborate with others on the printing/making of portfolios and other promo materials such as business cards.

Jill Connelly was looking for a logo design that was “strong, bold, visually simplified, unique, elegant and sophisticated.” Through the brand assessment worksheet she also mentioned the celtic knot as an inspiration given her heritage. So, several of the designs I came up with were influenced by this idea. The tricky part was to do something unique to Jill with a celtic influence without the visual complexity and more obvious literal look of a celtic knot.

I eventually (after much sketching!) arrived at a solution that utilized the J of her first initial. By joining and flipping the letterform, working with symmetry and spacing, I think I was able to create a bold, unique, sophisticated graphic form that was inspired by celtic influences. After playing with several typefaces we arrived at the final solution. What’s so great about collaboration is that I probably never would have thought to be inspired by the celtic knot and yet through this inspiration I was able to create something that not only looks good, but communicates Jill’s brand in a unique and interesting way.

If you need a new logo, contact me today!


Jill’s business card has a silver foil on the logo. She also had some other promo materials made. Scott Mullenberg made the portfolio book with a debossed logo on the front.

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