House of Gleason

Logo redesign for an embroidery Etsy shop evolving into a lifestyle brand that aims to revitalize entertainment.

The client wasn’t happy with the brand’s original logo but felt that it needed refinement and development to ensure flexibility and ease of application across channels. She envisioned a whimsical design that conveys quality, authenticity, and playfulness.

I created a monogram logo inspired by the Victorian era, simplified to fit today’s minimal aesthetic. It’s paired with a combination of a graceful transitional serif, elegant italic, classic calligraphic, and monospace typeface.

Once the main logo was finalized, we created secondary and tertiary marks, as well as a set of icons/submarks for different online & offline applications.