Project Background
This is an identity system designed and applied to letterhead for Karen Jensen. The project included designing a logo, resume, envelope, business card, and style guide with the identity system's rules.
Design ChoicesKaren Elise Jensen wanted her brand to appeal to a modern entertainment based audience. She wanted her brand to feel bold, casual, and enthusiastic. She also wanted people to know that she is an approachable and curiosity driven designer.
I designed her logo to be reminiscent of graffiti street art. I chose a graffiti inspired style because it conveys the ideas of bold and casual. I also chose bright pinks, oranges and purples to represent Karen Elise's brand to capture the bold enthusiastic feeling. Additionally, those colors appeal to a modern entertainment based audience. The shape of her logo was created by combining the 'K' in Karen with the 'E' in Elise. By playing with the negative spaces those letters created, her logo has a lost and found effect that conveys Karen Elise's curious nature.
Finally, Karen Elise wanted her brand to feel approachable. So her logo was designed with rounded edges and her brand identity system includes the heavy use of Cubano (a rounded sans serif typeface).
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