PRETTY UNEXPECTED

The logo (re)design
The very last thing that I designed in 2012 was a logo for Pretty Unexpected. It felt a bit more like a redesign though, as I had been working with a previous version of the logo in my offers & invoices. Yet somehow I woke up on December 31st, realizing that I wanted to change it. I wanted a different typeface, one that was bolder and that I could therefore use in all my different brand colors. The previous version only worked well in yellow + black. It felt a little strange to make these changes though, as I had made such a public – and deliberate – decision for the previous typeface a little while ago. However, once I found a typeface that matched the exact idea I had in my mind, I knew it felt right. So, here it is (fingers crossed that this is indeed the final version!). Hope you’ll like it!

The reasoning
The logo can take on many different color combinations from the chosen color scheme, depending on where and how I’ll use it. That makes it dynamic in a way that the previous logo couldn’t be. The heart shape was an intuitive choice, though I’d been playing around with the idea for a while. It refers to ‘lightheartedness’ in design and I think it lightens up the logo too. Seeing as the name is quite long and requires some thinking, the heart can balance that with a more intuitive meaning. I drew quite a few different hearts in Illustrator and ended up with this one, that I liked for its simplicity. Now I’m going to start the website design process, I have made some sketches and written most of the content so far. Today I will start to make Photoshop mockups of the different pages (blog, portfolio, about, etc.). Not a small task, but looking forward to it!

PS In case you were wondering, the typeface I used for the logo is Bebas.

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