the art & adventures of tracy durnell


October 18, 2009


Kaeldra Jewelry Logo Design

I've never done any logo design, but in preparation for the launch of my etsy shop, I needed a logo / identity!

The jewelry I make ranges from fun and modern to old-fashioned Victorian & Steampunk, but I feel it's all quite original, so I wanted something that would reflect that range.

My favorite color combination is hot pink and yellow, so I thought that would pull in the fun feeling of my jewelry. I tried to imply 'classic' in a couple different ways - creating an old style initial 'stamp' with cursive K, using a beautiful serif and traditional quatrefoil shape. (The first option below didn't quite get there, although of the three I feel it's the strongest mark.)

The first option was vetoed because hearts aren't really my thing and the 'k' didn't fit. The third option was vetoed because (as Robin rightly pointed out) it evokes quilting. The second option, though flawed, had the feel I wanted.

For revisions, I needed to revise the design to work at small sizes as well as the current large size. I liked the text from the first option above best, so I pulled that in. Moving the text off the quatrefoil made it feel like it was missing something. I came up with this:

Although this would reproduce well at small sizes, it feels too chunky to me, and most of the things I make are more feminine. I also thought that for printing purposes I should make something flat / cut the gradient. I started playing around and came up with something completely different:

I played around some more and came up with a wide version that I think I prefer:

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