This logo for Natalie Boone Art is definitely in the running for my most favorite logo project ever. It was half logo design, half creative collaboration! I knew from the beginning that, since Natalie specializes in stunning florals of all kind, I wanted florals drawn by her to be the centerpiece of her logo. And that's what we did! My second favorite part of this logo is the cute little paintbrush at the bottom, since Natalie's specialty is watercolor painting.
A Little Bit about the Process
As I am sure you might already know from browsing Pinterest and Instagram—floral logos are everywhere, and for any industry. Immediately, I knew that I would have my work cut out for me, if I wanted to make Natalie’s unique. Not just unique in terms of the composition of the flowers, but in terms of what I could communicate along with the flowers. I didn't want Natalie’s logo to just say, “I’m an entrepreneur who is female!” So, many of the initial concepts involved some combination of flowers, painting or watercolor paraphernalia, and Natalie’s name.
Once Natalie settled on one of the initial concepts, I had her start sketching some florals that would fit in the space allotted. We tried a couple different floral options, but ultimately landed on this rose because it had a lot of layers and depth, and the petals naturally extended down to interact with the letters, which made the whole mark seem much more cohesive.
At this stage in the process, the entire mark was like the flower above—outlined, not filled in. When I integrated Natalie’s flower, that feeling came upon me, the one that all designers and artists dread, possibly more than anything in the world—“Something is missing, but I don’t know what.” We went back and forth with a couple of ideas, but they just weren’t cutting it. Having experienced this creative dead zone before, I decided to get out my sketchbook and start figuring out exactly what it was I didn’t like about it. I started writing out observations, whether positive, negative, or neutral, and circling potential problem areas. I kept returning to this one word: “Hollow.” The solution seems obvious now, of course, but it wasn’t then—I decided to invert the whole logo mark. I made the white centers of the petals dark, and the lines white, cutting out the shape of each petal, and did the same with the rest of the mark.
More than any other project, this logo mark has felt like the product of two creative minds—a true collaboration! Thank you, Natalie, for being such an awesome client and fellow creator!