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Name of client:

Daniela Gutiérrez

A brand for a psychology business that mainly focuses on coaching. Daniela wanted something unique and special.

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Sincere

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Elegant

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Fun

BRIEF

"I want to design a brand for my psychology business that conveys simplicity through complexity. LOGO: Abstract - a face profile to symbolise non-binary. Colour Palette: Raw - varied skin colours and tints for highlights. Typography: Elegant - yet playful and versatile."

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We knew we wanted to incorporate the silhouette of a face. However, we understood from the get-go that it was a cliché. Therefore, I went on to design an innovative and idiosyncratic brandmark that departed from other standard logos related to the psychology industry. In other words, I had to come up with a symbol that transcends uniqueness.
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My first impulse was to create a minimalistic face profile without fill and that notion became the basis for the final artwork. I asked myself, how could I turn a simple concept into a brandmark that symbolises human complexity? I began to play with the idea of twisted lines waved together. The result was perfect chaos evolving into perfect symmetry.
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Development

Colour

Then, I developed a RAW colour palette for the brand. I quickly fell in love with it. That colour combination became the genesis of Daniela's brand system. When I placed the finished artwork over the skin colour background it became the perfect marriage.

Let's talk about your project!

A brand is more than just pretty colours and fancy logos. I will push your business idea into a recognisable brand. The first consultation is always free.
Let's grab a coffee! 😊

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