After a long hiatus from the blog, I’m back at it and happy to share with you a case study of my logo for Twil Travel. To give you some background, the project was led by a branding agency, Jackson Wynne (JW), who developed the overall direction and brought me in for the logo portion of the job. The client was a luxury travel brand, specializing in providing refined travel experiences. Here’s a look into my process and the final result:
The first step as always, was to get sketching. Lately, I’ve been using my Wacom tablet rather than pencil and paper and it has really improved my workflow. After my initial drawings, I found that the designs were looking too generic. There are a million travel logos out there and I needed a unique angle to separate my logo from the pack. To solve this, I started focusing on interesting ways to combine “travel” and “luxury”. With some direction from JW, I also explored twill fabric inspired marks that drew inspiration from the company’s name.
From the above sketches I selected the strongest ideas and began to refine the marks. At this stage I really focused on incorporating geometry and ratios within the design that created a sense of balance. Line weight was carefully matched to the supplied typography and a variety of lockups were explored. The result was the logos below, which were ready for presentation to the client:
In the end, the client was very happy with the first concept, which used the twill fabric word association and incorporated the companies “TT” initials as secondary nod to the brand name. They also chose to use the full name in an effort to highlight their roots as a travel brand. The entire identity turned out amazing and can be seen on Jackson Wynne’s page here.