Profile Logo Refresh
This is a very subtle logo refresh. The original logo I created for Ali was a simple mashing of typefaces - Playfair Display and Georgia. Ali was really happy with her logo, but over time it grew to irritate me when I looked at it.
The update features a heavily modified Playfair that is thicker and more cohesive. I wanted to fix some of the odd kerning issues that came from the lips on the edges of the original typeface - I'm very happy with how this created a nice string of letters with the "-file" part of the word.
The subtext was changed to Montserrat and significantly lightened to echo the brand she'd created on her website and to create a different texture in contrast with the main part of the logo.