Avery Moodie is a creative professional with a wide range of interests and skills. He contacted me about a logo for his personal brand. He wanted something “crisp and modern” that incorporated an infinity symbol symbolizing his belief that “art can be infinitely more than the sum of its parts.”
At first, I was only supposed to create one logo. As I’ve stated before, I want my clients to have options when choosing how their identity is communicated. Below are the 5 logos I created for Avery Moodie. You can check out his comments on the process here.
Logo 1.
When first looking over the project, the idea that jumped out at me was that there were two “O’s” in his last name making it an easy place to inject the infinity symbol. I created a more brandable representation of what is known as the lemniscate. I reduced it to a general shape rather than having the crossing lines to make it more modern.
Logo 2.
With logo number two, I wanted to create almost a “Bono,” “Adele,” or “Drake” persona for Avery given his unique name. I kept the infinity symbol on the left to communicate creativity in the tech sector.
Logo 3.
While very similar to logo two, I exaggerated the infinity symbol to almost resemble a Celtic knot to give it a square shape.
Logo 4.
This logo is the farthest from what Avery had requested. Though, it ended up being the one that Avery selected. I like using broken shapes to act as leading lines for text. Your mind automatically fills in the gap and that information in the gap is then communicated easily.
He remarked “Chaz’s design uses sharp, straight lines to convey a sense of structure, while at the same time his use of off-center cursive conveys a sense of creativity. The logo binds the paradox of the two contrasting themes into one cohesive unit.”
Logo 5.
This design was what I believed to be the closest representation to what Avery had asked for.
