Recently finished logo and visual identity development for the Designer Fund. The main logo features a custom slab serif alongside a calligraphic-inspired abstract 'df' mark. There's also a simple secondary monogram, a variant for square formats and an alternate for small sizes. Bigger images and colours in the attachment.
We went through some extensive development and there's a lot of background, but to summarise, the Designer Fund's mission is to invest in designers building businesses with positive social impact. Attributes central to the organisation are connections, collaboration and the idea of giving something back.
The mark connotes a strand of DNA, representing the belief that design should be at the core of a great company. It's also an interconnected path, symbolising the strength of connections within the community.
I'm working on a portfolio update with sketches, revisions, etc. which should be up soon. In the meantime, thanks to @James T. Edmondson for the help on this one – especially with the inevitably problematic 'S'.
Edit: I was actually quicker than planned and just finished the portfolio update.
over 1 year ago
Alright! Great job on this Claire, came out really great. And I know Ben and Enrique are stoked on it!
@James T. Edmondson Thank you! Great to hear that. (I couldn't believe how much that 'S' stood out once you'd mentioned it, haha.)
This looks fantastic! Before reading your rationale I kind of saw it as a unique currency symbol… like a £ or $, which I thought represented the unique value a designer as founder brings to a company, combined with the direct concept of a 'fund'. But I think just pulled that out of my ass.
@Claire Once again you did a great job. Simply fantastic.
One of the 1st things I noticed was how good the s was, perfectly balanced. I'm ashamed to say It's good to hear you struggled with it, I find s's so difficult to get right I'd hate to think you find them as effortless as the result shows. The whole concept and execution is just great it's easy to see how much work has gone into it and it's totally worth it.
Beautiful work Claire. You've come up with such a versatile bunch of wonderfully crafted elements that work magnificently together.
really nice work Claire bear. love that monogram, it really contrasts well with that nice slab and as always great color choices.
The first thing I noticed, of course, is the beautiful mark ... then the 'S', then the 'R' (gorgeous). I'm waiting for you to mess up, just once, to prove you're human :)
@Matt Kump?? Hahah, I love how you worded your comment. Of course, that currency symbol reference was totally intentional.. (I wish, it sounds awesome). Thanks a lot for the feedback!
@Muhammad Ali Effendy Thanks Ali! Was good catching up with your work earlier, that "Finance" custom serif is really nice done.
@Chris Beaumont Ahh, great to hear for the 'S' (and yeah, I think they're probably a pretty universally difficult letter). Thanks very much for the thoughtful feedback as always!
@Matt Vergotis Thank you! The design for the mark in in particular progressed quite a lot throughout the process, so it's good to hear the different pieces go together well.
@Neil Tasker Hey Neil, thanks! Yeah the contrast was what really sold it for us too. Colours are brighter than what I usually work with, so glad to hear they work. Hope you're doing well!
@Jeff Jenkins I'll have the sketches up soon so you can see all the original mistakes, haha. Thanks very much for the kind feedback! By the way, only just saw your site redesign – looks fantastic! The logotype looks beautiful, especially alongside the header ornamentation.
This is lovely.
Nice work, as always! Interesting how the shape of the mark was there almost from the beginning, but then the style of it evolved through the iterations.
Thank you @Andy, it's always really nice to hear what you think.
Thanks @Bryan! Good point for the mark, it's definitely the style that progressed the most (moving away from the mono-line weight was probably the biggest difference). Cheers for the thoughtful feedback!
really dig this! lovely logo
If you and @James T. Edmondson don't make that slab serif into an actual font I am making the conscious decision to never speak to either one of you again. It is too good to not be available for the rest of us type-deficenient nerds. Consider yourselves warned.
Nice mark @Claire! Really diggin' this. Stfan Kanchev would be proud.
I love you..
@Bady Glad to hear that, thank you!
@Joe Hahah that's one hell of a warning (but if you did that, who would nit pick over the placement of your diacritics??) I have to say though I'd be very wary of trying to create a typeface to compete with Klinic Slab..
Thanks @Nikita, that's an awesome compliment! Hadn't had the chance to design a separate mark for ages (something different right?!) so really glad to hear it works.
@Joonbug Haha, thanks for the comment! Hope all is well on your end.
Hi Claire, great symbol, very nice type, love this! nothing else to say :)
Hi @Florin, thank you! You always have such nice comments, I really appreciate your support. Hope you're doing well!
Haha fair enough Claire :) You both did an amazing job, a real testament to your typography skills. Keep it up!
Great works, @Claire Coullon
Wow, just a beautiful piece. Great choice with the abstract mark. The contrast and curves of the icon juxtaposes with the cleanliness of that custom slab so smartly. Enjoyed seeing the process work on the portfolio update. Thanks for sharing!
Edit: just saw @Neil's comment above after posting my comment and looks like he said almost the exact same thing—gmta!
Love this- and love Designer Fund. Someday (in the next couple years, I hope) would love to get involved, so it's great to see the progress shots of where their design is headed. Great work, as always.
Also, strangely, the way you did the mark is almost exactly how I do the cursive L for my name, just rotated slightly. Maybe that's why I'm drawn to it so much! :)
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