The Moodboard
Co-founder Madeline described Heartstrands as "charitable, classic, minimal, and feminine." The simple, elegant, and understated elements of the logos below captured her vision/inspiration. The variety of serif and sans serif fonts and use of neutral colors and subtle pinks were unique and feminine while remaining minimal.
(Images from Pinterest)
Primary Logo
We decided to go with all lowercase letters to give the logo an unassuming, minimalist feel. The ligatures also add an element of intracacy, and appear as though the letters are "strung together" like a necklace. The heart at the beginning ties into the "heart" in Heartstrands, and relays the message that each piece is handcrafted with love.
Secondary Logo
For the secondary logo/submark, the idea was to emphasize the "HS". In order to be consistent with the way the ligatures connected the letters in the primary logo, I connected the "H" and "S". This gives it that same feeling that they are "strung together", as though on a necklace. The heart that adorns the lowercase "h" in the primary logo, can also be found here at the beginning of the "H".
Color Palette
