When assigned to create a logo for an outdoor product company of my own creation, I kickstarted the project by brainstorming what I would want my new brand to represent and how to reflect those values graphically.
I eventually decided to base my company around the concept of using a fashion element to bring outdoor activities to a wider audience, naming the company Evolo Recreational, after the Latin word meaning "to fly away". To realize my goal of advertising to a wide audience that wouldn't normally have an interest in outdoor products, I decided a very trendy, flat, iconic logo would be in order, and began to sketch.
![](https://cdn.myportfolio.com/ffd3c9829d7fdcb6f8dad14eaf90b607/ee6afcc3-29eb-4722-9cdf-32a11003c964_rw_1920.png?h=1ddd083c44a54d3c8fd099f6be97c722)
My sketching process left me with a stylized, iconic image of a person riding a hang glider, making manifest the escapist imagery of "flying away". My general theme and aesthetic accomplished, I moved the project from sketches to vectors.
![](https://cdn.myportfolio.com/ffd3c9829d7fdcb6f8dad14eaf90b607/40c38323-938e-4fd3-b251-3eacf917f9ce_rw_1920.png?h=d11cb636e49fce12e718db2d2784d915)
![](https://cdn.myportfolio.com/ffd3c9829d7fdcb6f8dad14eaf90b607/efe3c968-ac97-48b2-9fc1-9aa7e0cec4cd_rw_1920.png?h=6fa5afa5dbd11886f5486c2e989bdf50)
Although the project was carried out in a relatively short timeframe, I spent a great deal of my time further refining and re-arranging the logo mark once it was in Illustrator. A good deal of time was also put into getting the brand's logo type just right.
![](https://cdn.myportfolio.com/ffd3c9829d7fdcb6f8dad14eaf90b607/66c13046-3fc4-44ff-be79-c642614067cf_rw_600.png?h=29b1dc3628249e4d1cb8afe7f705a328)
Just as I was closing in on the end of the project, I felt something still just didn't "work" with the icon of the person I had originally developed. I ended up redesigning the person completely, keeping some of the traits that were working intact while aligning them to a much stricter grid with more features in common with their hang glider.
![](https://cdn.myportfolio.com/ffd3c9829d7fdcb6f8dad14eaf90b607/c7591404-c72e-4b99-9225-b05c74ff59b3_rw_1920.png?h=048509af0d14a53bfbcaf2a72f4cd4af)
Finally, the logo mark was complete, with a black/white and full color version ready for presentation. The presentation page displayed the marks in large and small forms, demonstrating its ability to communicate well at any scale.