Sounds Like “Flip-Oh”

This one is a logo solution for a food photographer that unfortunately didn't make the cut, but I'm still digging the ligatures and classy nature of this solution.

In our discovery phase, Paulette shared that way too many people flip the ‘l’ and ‘i’ in her last name and end up mistakenly thinking it's pronounced “Fill-Pot” instead of “Flip-Oh”. I know a bit about people mispronouncing your last name, but this one was a relatively easy fix. I found that for the most part, Paulette had been setting her name in sans serif typefaces which really hindered the legibility since the ‘l’ and ‘i’ are so similar and easily mixed up when they're right next door to one another. So in our first round of exploration, I stuck to the serifs and found that they made a world of difference in keeping that ‘l’ and ‘i’ in their place.

More on this project soon!