The Moodboard
Katie was drawn to the neutral, muted earth tones. She was also drawn to the straightforward, center-aligned, simple logos. As far as typefaces, she was drawn to the more modern serif fonts.
Primary Logo
For the primary logo, Katie envisioned something sleek, yet simple. We chose to go for all lowercase letters, because it gives it a softer, more minimal feel, while still remaining poignant. The serif chosen reflects simplicity with it’s soft curves and high contrast, making it strong as well as feminine.
Secondary Logo
For the secondary logo, we found it important to emphasize the “kt”, since Katie is the face and core of the brand. We liked the idea of incorporating an organic ellipse that lended an authenticity, as though she had signed her name.
Color Palette
We wanted to stick with neutral, muted earth tones.
Business Cards
