The main goal in development was to create a unique though simple logo,
that could become a recognized brand. That is why I opted for a center
logo, and negative space in terms of style. This allowed me to combine
three conceptions in one symbol. After a number of variations, the
solution was found by using unique variations of the letters J and G.
After that, the dominant color palette of the whole corporate identity
had to be chosen. We decided on using gold and black as the main theme
colors, which gives the brand a feeling of sleekness and luxury. We also
decided to use smaller variations of the logo repeated, as a play on
the style found in high end designer brands. This was a perfect fit not
only for the client, who personally values and embodies these qualities,
but also her business, which is Wellness Consulting.
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