Lovely is a startup boutique stationery design firm based in Alabama, USA.

When designing its logotype, I knew I wanted something that conveyed femininity without becoming stereotypically so. The soft curves of the letterforms and the graceful movements of the flourishes allude to it while also retaining a semblance of sensuality and individuality. The end result is something that is flirty, classy, and youthful. 

Jessica's tips truly did assist me in refining the solution until it became something I was happy with. Though the process is tedious, I definitely recommend applying it to your own work. You'll be happy you did. 

Below, you'll find my mood board for the project as well as a few scans from the process and additional marks. 

Please leave a critique. I'd love helpful feedback. 

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Lovely Branding Moodboard

 

Logo Refinement Progress Scans

 

Additional marks