In July 2015, Fannie May hired me to redesign their logo in an authentic, hand-lettered style with slight variation in repeated letters.![]()
Final Sketches
The client preferred #2 of the stacked logo on round 2 of sketches. They requested a little less weight variation between thicks and thins, a little less bounce in the baseline, and to see how it looked with the M curving around the A a little bit more. In the final vector logo, we ended up adjusting the M to be shorter so that we could fit the company's tagline underneath. I also adjusted the shape of the cross of the F, according to the client's request.![]()
Second Round of Sketches
The client selected a direction #2 from the first round of sketches and asked for a thicker line weight and for it to be less bouncy along the baseline.![]()
First Round of Sketches
I created three logo concepts based off of the client's initial brief. They wanted the letters to have a matching forward slant and a thicker line weight than their previous logo. They also wanted the letters to be a bit bouncy.![]()
Final Sketches
The client preferred #2 of the stacked logo on round 2 of sketches. They requested a little less weight variation between thicks and thins, a little less bounce in the baseline, and to see how it looked with the M curving around the A a little bit more. In the final vector logo, we ended up adjusting the M to be shorter so that we could fit the company's tagline underneath. I also adjusted the shape of the cross of the F, according to the client's request.
Second Round of Sketches
The client selected a direction #2 from the first round of sketches and asked for a thicker line weight and for it to be less bouncy along the baseline.
First Round of Sketches
I created three logo concepts based off of the client's initial brief. They wanted the letters to have a matching forward slant and a thicker line weight than their previous logo. They also wanted the letters to be a bit bouncy.
