12/03/2018
with
I’m using my personal Instagram to do March Meet the maker this year. This post is all about how I came up with the Picking Figs brand ID⬇️⬇️⬇️
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Just squeezing in day 11 of ’s , it’s ++Branding++
I created my own “Tom Watson Illustration” logo some years ago, which I was pleased with and still use, but I decided to relaunch as a separate entity not completely attached to my name. I knew a lot of my work was geared towards the gifting market, and I wanted to incorporate an acronym, so I went from “Illustrated Gifts” to “Fine Illustrated Gifts” to FIGS to Picking Figs. ()
As for designing the visual identity, I decided to use the fight colours but limit myself to the reds and purples, staying away from the green.
For a font I wanted something playful and friendly but not flippant or whimsical. I also knew I wanted ligatures. I put together the logotype with a fair amount of consideration, particularly the tracking of the lower part.
I also wanted to create a motif of a fig which might demonstrate more the actual style of the work, the second image. If turned out to be the most detail I’d put into anything for some time.
