• Keep in mind the identity of the brand and the key themes to convey – romance, self-expression, femininity, ‘the modern woman’.
  • Important that the symbolism does not become overly cliche and ‘sickeningly’ sweet as GRACE is about the confident modern woman.
  • An illustrative style has been chosen to represent the ‘self-expression’ and artistic persona of the brand, thinner lines promote a sense of light femininity.

Heart – love

Arrow – cupid’s arrow – love, hope, peace

Swirls – feminine, romantic, elegant

Bird – ‘love birds’ – love, couple

Rose / flowers – love, beauty, peace, feminine, romantic

Botanical shapes – organic, natural


Initial Sketches



Developed Sketches

  • Important for logo to remain simple, some of the initial sketches became too fanciful and complicated.
  • Using the french spelling of ‘grace’ with the accented ‘a’ promotes a more classic feminine theme.
  • Playing with the accent symbol to show point of difference with logo.
  • Could use the accent to become a symbol of the brand – potential simplified logo for the future.
  • Finding a balance between classic elegance and modern femininity.



  • All caps text has a bolder impact and may suggest shouting, however, it does suggest confidence and maturity.
  • Lowercase appears more romantic and subtle, however, it does appear to be slightly harder to read in handwriting fonts.


 Developed Sketches on Illustrator

Screen Shot 2017-03-18 at 14.16.44

  • The illustrator fonts did not appear as striking as I had imagined.
  • Going back to my sketches, I liked the use of the arrow in the logo, particularly this design…


  • However, the design appears to busy, as I did not like the developed Illustrator files of the french spelling of Grace, I took the accent off the ‘A’ to provide a much more simple logo.




Final Logo Design


This logo complements the brand’s themes and identity through its elegant and bold typeface and font, the arrow symbolises the idea of moving forwards in a relationship, and the rounded edges of the text showing femininity and calmness. The arrow artwork also promotes this brand as modern, with competitors also choosing to incorporate similar themed graphics. The design is simple enough to be easily recognised and remembered, and can also be used on a variety of formats without any issues. There is the potential for the logo to be simplified in the future, should the brand become highly successful, by utilising the arrow as an iconic symbol and perhaps just using the ‘G’.


Screen Shot 2017-03-18 at 14.17.23
Logo design in combination with &OS logo (to be used when connection with &OS is beneficial)

The GRACE logo sits well with the &OS logo, and they can complement each other should one brand need to promote the other. By using a simple line to separate the logos, a clear distinction is made, yet it is clear to see the connections that the brands share.


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