LOGO CASE STUDIES

When initiating a logo design project, my process begins with brand discovery — extracting and defining the core narrative and strategic positioning of the business. Since many clients do not arrive with a fully formed brand story, I guide them through a structured approach to clarify their brand's purpose, values, and audience perception. This collaborative phase is essential to ensure the resulting visual identity is not only aesthetically aligned but strategically grounded.

Client participation remains integral throughout the process, not because they already know the full extent of their brand story, but because their insights, goals, and market context help surface the key differentiators that inform the design.

Depending on the communication needs, some brands are best served by a typographic solution (wordmark), while others require the symbolic weight and versatility of a logomark or hybrid approach. Regardless of the format, every project begins with research and discovery — market analysis, competitor audits, and stakeholder interviews — to establish a clear design brief and identify the most effective visual language.

From there, I move into ideation and conceptual sketching, iterating on viable directions and refining them against core criteria: clarity, scalability, legibility, and alignment with the brand’s voice. Final deliverables are vetted against both aesthetic standards and technical specifications, ensuring long-term usability across digital, print, and environmental applications.

The Caterer

The Caterer, Inc. is a family-owned catering business with Cuban roots. After running a successful seafood restaurant, they decided to expand into catering private and nonprofit events. They wanted a logo that felt true to their heritage and had a natural, organic vibe. I suggested reimagining a cigar label for the design. Cuban cigars are known for being pure, with no additives or preservatives, which gives them a unique, unmatched flavor. This iconic part of Cuban culture inspired me to use the cigar label as the backdrop for their logo.

Barbie Davalos

Barbie Davalos, a PR expert, asked me to create a fresh, modern identity for her that highlights the strong partnerships she builds with her clients. With over 20 years of experience in PR and marketing, Barbie has worked with Fortune 500 companies to startups and small businesses. Her expertise covers a wide range of industries, including beauty, kids & baby, health & wellness, fashion, and food.

Julia Jaya Interior Design

Julia Jayatilake is an interior decorator based in North Carolina with a style that's simple, elegant, and classy. She wanted a logo that reflected her design sensibility, and she was especially drawn to logos that incorporated initials. After chatting through a few different design ideas, we decided to refine a couple she really liked and eventually combined them to create the final logo.

Sky's Gourmet Tacos

Sky’s Gourmet Tacos is a fast-casual restaurant in Los Angeles that blends Mexican and Louisiana flavors. I was brought in by a marketing firm to help revamp the Sky’s brand, which included creating a new logo. I was asked to retain the original color scheme in the redesign. Despite the marketing team’s efforts to drive the project forward, delays ultimately caused the overhaul to stall, and unfortunately all work came to a halt.