San Francisco based product designer Sarah Jutras needed a logo-mark and identity to market her design services to potential clients. In getting to know Sarah, I learned that developing an identity that both spoke to her unique personality, as well as her 10 years of professional experience was key to the success of her brand.
My initial sketches were focused on finding ways to weave the lightning bolt emblem into the mark in fun and clever ways. As part of our research and ideation phase, Sarah shared her love for the lightning bolt emblem and requested I explore unusual ways to weave the bolt into the word-mark.
Our exploration lead us to a playful, bold and unique logo mark that is both representative of Sarah’s unique personality, as well as her energetic and human centered approach to design. Using a lightning bolt to form the cross-bar of the ‘t’ felt like a subtle nod to Sarah’s love for the lightning bolt emblem, and coupled with the curve of the bold sans serif creates a tight and balanced logo mark.