logo + visual identity exercise

A "Design II" class project, where students were asked to choose an object that is unique, distinct, and represents who each one is as a designer. As a designer, I enjoy creating dynamic, attention-grabbing designs that people will take a second or two to look at, get hooked and start asking questions. The logo concept is based on the idea of hooking people and creating tension. That is where the idea of the clothespin came from. The emphasis on the tension factor is created by usage of the negative space and by the tilted composition of the logo. The font is adding to the concept by being two different weights and sizes. The choice of colors also represents the brand promise of cool and modern style.