Logo Design
2025
The logo design for The Craft, a web development and design company.
To design a logomark and logotype that encapsulated The Craft's voice, impact, and brand identity.
The Craft designs custom-build Webflow websites to emerging therapists and holistic health practitioners. Dedicated to crafting what they call a 'digital hearth', The Craft strives to design and develop websites that perfectly aligns with their clients vision and clearly communicates their unique craft to their target audience. They operate in a fast-paced, positive, and motivating environment with a passionate, energetic, and encouraging voice.
When I began working with The Craft, their brand identity was already well-developed except for one essential piece: the logo. With a mission to craft their clients’ digital hearth, it was crucial that the logo captured the brand’s fiery, passionate energy while maintaining a sense of softness and warmth. They envisioned a cauldron as the central symbol: a vessel of creation that embodies mysticism, warmth, and creative energy. The final design channels that vision, blending a sense of magic and passion with a tone that feels both empowering and inviting.
Moodboard: To ground the logo in The Craft’s brand identity, I began with a moodboard to explore the visual and emotional tone we wanted to capture. Our conversations centered around themes of fire, passion, rapid growth, and the importance of balancing that intensity with warmth, whimsy, and a touch of magic.
Sketches: With the fiery cauldron as our central symbol, I sketched a range of rough icon concepts incorporating the key elements we discussed. Once a few strong directions emerged, I refined those sketches into cleaner drafts and applied the brand’s color palette to better visualize the evolving design.
Typography: Before finalizing the logomark, I began developing the logotype to ensure both elements were stylistically cohesive. I presented several type options, and the client selected “Just Cosmic” for its cosmic, playful energy and compatibility with their existing brand font. I customized the type by creating new ligatures and swashes, rounding out terminals and tails of the letter form to better match the warm, magical tone of the brand.
Finalizing the design: After a few rounds of fine-tuning, I presented three final logo options, with subtle variations, primarily focused on whether or not to include a cauldron handle. To give that detail greater meaning, I transformed the handle into a stylized 'C' taken directly from the logotype, creating a cohesive link between the wordmark and symbol. The result is a logo that captures The Craft's spirit: bold, magical, and uniquely theirs.
