Redesigning Eli's Logo

Redesigning Eli's Logo

Redesigning Eli's Logo - Little Eli

Hello there! 

As you may or may not have noticed, last weekend I made some changes to the Little Eli logo. 

Updating branding and/or logo's should never been done on a whim, but if you've changed, you should update your imagery to match. Eli has done quite a bit of changing this year, and with more on the way I wanted a new logo to represent the future of Little Eli and my vision for it. 

But first a look back! The logo has been through a few iterations since its inception in 2013.

 Spring 2013: The first logo. We were very much into triangles, and eggs apparently.

Spring 2013: The first logo. We were very much into triangles, and eggs apparently.

 Winter 2014: A modified version for our first business cards. 

Winter 2014: A modified version for our first business cards. 

 Summer 2014: Simplified the oval to a circle. Made the signature color even more prominent.

Summer 2014: Simplified the oval to a circle. Made the signature color even more prominent.

 Spring 2015: Dropped the "little" for a cleaner, bolder look. 

Spring 2015: Dropped the "little" for a cleaner, bolder look. 

Fun fact: The original "eli" was born when I was doodling my name on a magazine at my old job. You'll notice that the upstrokes, not the downstrokes are bold. That was a hold-over from rendering landscape plans, where tree shadows look better down and to the right. So the bolder strokes are all on the right side of the letters. #themoreyouknow

Designing the new logo

I had finally had enough of the old "eli". It had become too swirly and soft for the clean, edgier Little Eli that I'm building.  Plus it was difficult to read. The L looked like another E and the longer I looked at it the more fed up I became. 

I believe your branding has to excite you! To make you want to do better and achieve greater things. The old swirl lettering just wasn't cutting it for me anymore. 

Step 1: Physical

 

Get out your favorite ink and brush, and paint until you forget what letters are supposed to look like! 

I started with brush and ink because while I wanted it to be minimal and strong, I also wanted it to be organic and approachable. Also I just focused on the word "Eli" for the logo.

Step 2: Digital

Let's get digital! Then I scanned my favorite versions and cleaned up the images in photoshop. Concentrating on contrast and making all the stray pencil marks go away. 

Then I opened it in illustrator, did a live trace, fiddled with the settings until I liked the result. And BAM. New logo.

 
 Summer 2015: The New Little Eli Logo! Legible, strong, approachable.

Summer 2015: The New Little Eli Logo! Legible, strong, approachable.

 

So there you have it. How and why I gave the logo an update. I hope you liked seeing a bit of behind-the-scenes action today! I love the new "Eli" and all the feelings I have tied up in it. 

PART EIGHT: The Legacy Collection

PART EIGHT: The Legacy Collection

Wearing Concrete #1

Wearing Concrete #1

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