The logo is a vital component of the brand because it is a distillation of the company’s values and personality. This wordmark’s expressive voice communicates friendliness and warmth, two qualities that every customer who interacts with the Stinsons experiences.

The handwritten “Stinson” conveys an approachability and playfulness, communicating that this is a brand for friends, old and new. Wonky proportions and other imperfections keep the wordmark lively while still maintaining a necessary degree of professionalism.

Along with primary & secondary logos, illustrations, colours, & type choices, I designed social media templates as part of this project. Below is an example grid of nine posts, including their photography & a few of my templates.

I conducted extensive hand-lettering research for this project and made a small booklet of the specimens. Using different brushes, amounts of ink, & writing styles, I was able to get a handle on the flow of the word and create different examples for the client to look at in the process. Even though the final wordmark was crafted digitally, these writings were a quick way for me & the client to narrow down directions.

With the same tools, I illustrated their core baked goods in varying thicknesses & amounts of detail. The final versions were selected from these sketches and digitally refined. These illustrations work with the logo to craft the welcoming, friendly tone the Stinsons most wanted to portray.