Loose Laurels

Recently I've been fortunate enough to work with a friend and former co-worker on the branding for her blossoming event planning business. The name she chose is Laurel & Elm, which was great to begin with, coupled with the fact that she and I share a mutual love of floral, loose scripts, and all things gold. Clearly, this was meant to be.

This is one of the solutions from the first round of logo exploration, which plays with watercolor branches and really plays up that loose script. In pretty much every other scenario, questionable legibility would be a huge concern, but I'm really loving the way that secondary mark reads as both an “l” and an “i” simultaneously. This wasn't the chosen direction, but I'm excited to share what made the grade soon, along with a bunch of other lovely things. So stay tuned!