My identity design
The logo identity, constructed by one continuous line, reflects some of my values and key design principles such as simplicity, harmony, unity, movement / natural human interaction, empathy, connection and passion to name a few.
It references my interest in early 20th century art and design and artists of the time such as Paul Klee. The logo ecapsulates clean lines, humanist curves and a minimalist approach seen in art and design movements of the post WWI era and are still relevant today.
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A big inspiration of mine comes from early 20th century Expressionist European art and design, specifically during the post-war Weimar Republic era where Berlin was the central hub of this cultural boom and extraordinary explosion of artistic creativity and innovation.
This period was also a time of struggle, creative expression and freedom! I’m inspired by movements of the time such as De Stijl, Constructivism, Cubism and the Bauhaus movement which played a significant role in this ‘Golden Age’. And I’ve drawn inspiration from artitst of the time such as Paul Klee, Anni Albers, Lional Feininger and Mondrian just to name a few.
Klee who taught colour theory at the Bauhaus, used beautiful and thoughtful colour applications in his own works along with a distinctive use of line elements and geometric shapes. The branding and logo identity I’ve created finds inspiration from Paul Klee and others, and depicts the times in general. It also points back to my background in graphic design which has led me to where I am today. The colour palatte I’ve chosen is very warm and rich which references the politcally passionate and chaotic social environment of the post WWI era. It reflects my own determination, as well as my passion and enthusiasm for design.
The soft blend of geometric shapes overlapping convey the design principles and knowledge coming together to create a unified solution. The curved shapes reference the human side and empathy for who I'm designing for, while the gentle movement of the background hovering in and out portrays a fluid and natural flow with intuitive interactions within a digital product or service.
The sailboat icon is a subtle reference to artist Lional Feninger and much of his geometric depictions of sailboats symbolise my own journey.
The Bauhaus school’s approach to design was to combine asthetics with everyday function and many of the principles like simplicity and effectiveness, function before form, continual exploration and innovation are very much relevant today and play a role in my design work and thinking.
I’d love to chat about how I can help you. Say hi over email.
Contact me
© Jeremy Laycock