Identity Systems
Various logos, business cards, and collateral.
Below are some logos, business cards, and collateral systems for personal projects as well as businesses I have helped create over the last several years.
2009 - present
LugonjaDesign • 2013
Final Mark
The concept behind this logo was to use my initials as the basis of the mark. I combined an 'A' and an 'L' to make a modern and sharp shape. Placing multiple copies in a circle creates a balanced yet dynamic looking logo. For the logo type I choose Univrs bold and light together for a cohesive look with contrast. The blue color and its tints were chosen reinforce the modern look. I added a shadow effect to the mark to ensure the logo stood out when placed on a light background.
Business Card
The business cards accentuate the mark by making it the primary focus on both the front and back. The back offers a mosaic look to the logo while pulling one of the colors to the forefront. I envisioned the marks on the back to be purely a spot varnish instead of being printed in a very transparent tint.
Mary Avenue Scrubs • 2015 - 2019
Final Mark
I created a logo for Mary Avenue Scrubs when the business opened in 2012, when I joined the company as the VP of Marketing in June 2015 my first order of business was to update the logo and produce new business cards and collateral. The logo is a modernization of the original, I cleaned up the typography, altered the arrangement so it took up less horizontal space, and simplified the outlines for a more streamlined look.
Business Card
The business card highlights the new logo while keeping the information easy to read and the background simple. I used icons to label each line of info instead of the standard text callouts. On the back of the card I created a QR barcode that, when scanned by a phone or tablet's camera, takes the user to the company's online store. The 2017 iteration of the card updates the color palette with a complementary yellow above the logo and adds more information to the back of the card. The 2019 iteration adds a spot gloss to the logo, brightens the colors, and rewords the information on the back and updates the hours.
Calm Body Naturals • 2019
Final Marks
In early 2019, the owner of Mary Avenue Scrubs wanted to expand into the cannabinoid market with a few new CBD products, and needed a logo and marketing materials for the expansion. I helped come up with the name of the new company as well as come up with a simple mark that highlights the C, B, and D within the name. There is a grayscale version as well that is more compact and is used in places where the color logo is too large.
ZOWWI, Inc. • 2012 - 2013
Final Mark
The logo for ZOWWI was always meant to simply be the name of the company. The final iteration was an evolution of the concepts, simplifying the mark and distilling it down to its core. Each letter was hand drawn and shaped to be easily readable while being able to stand out in any environment.
Logo Concepts
My initial idea for the logo was to emphasize the social aspect of the brand, by placing the type within a chat bubble and allowing the 'I' in the word to act as an exclamation point in addition to being the letter. Each revision took a step towards simplification until reaching the final result above.
Final Cards
Each team member choose their own avatar and decided what three subjects they wanted to be know as experts on. The idea was that as new people were added to the team they would have very personalized cards, while still conforming to the overall system.
Card Concepts
The first two concepts I wanted to use transparent plastic, so the cards adapted to the environment they were placed in. The next four concepts were based on elements from within the website, having the illusion that they were three dimensional tangible objects. The final concept was to step away from the norm, a simple square card instead of the traditional rectangle.
Hot3! • 2013
Final Mark
For this logo I created a custom number three that feels exciting and dynamic. I was playing with the idea of heat so the first revision is literal with flames engulfing the mark. The second revision dials the idea back by keeping the gradient but having a simple glow in the background. And the third revision boils down to the most simple version.
Aspheric Design • 2009
Final Mark
The concept behind the Aspheric logo was a play on the definition of the word, it mean a lens that magnifies without distortion. So I created a mark that looks like a lens moving in place over another, like in a telescope. The colors were chosen to be modern, clean, and have a high-tech feel.
Logo Concepts
The concepts all play with creating the illusion of a three-dimensional object on a two-dimensional plane while still adhering to a astronomical and scientific theme. The logo also draws inspiration from the eclipse of a planet by the moon. The color palette is a mixture of high-tech and sophistication with the dark blue.
Full Identity System
Astronomy has always been an important inspiration and fascination for me. When creating a logo and collateral for a design studio, I naturally used that theme to create a look and style. The logo was applied to several pieces including a letterhead, business card, envelope and cd label. The logo was applied to several pieces in the identity system. The letterhead and envelope were kept simple while I focused on expanding the logo on the business card. The CD label is an abstraction of the logo, playing on the sphere root of the word aspheric.