Logo Design for Industry Instincts

Logo Design for a publication series that showcases individuals with an eye for design – master artisans, artists & small design businesses and offers short-form content, design-themed tours & workshops.

Gia, the client, envisioned an evergreen logo that’s genuine, cheeky, and worldly while remaining sophisticated and approachable. She wanted a design that conveys old-world charisma to connect generations, foster learning experiences, and drive the participation of global industry experts.

The objective was to create a responsive design that cohesively represents Industry Instincts in order for the brand to become differentiated in its niche market, build authority and an online community. The end goal of these efforts is to enable Industry Instincts to fulfill its missions of examining the eye for design, preserving the ages, and supporting skilled trades.

We explored a couple of directions depicting ruins of Ancient Greek columns but ended up going with a more out-of-the-box, perhaps even obscure concept.

The icon features a detailed, chipped ancient statue of a female, with cracks that mimic stone. It’s accompanied by a ladder referring to the Brand’s tagline to strengthen the meaning and a levitating shadow to add depth.

The hand-drawn, slightly uneven font was created to balance legibility and personability, as the company’s name is quite long. The vintage color scheme dominated by a greenish-yellow and a reddish-brown adds to the design’s distinguishability and memorability while communicating luxury & heritage.