Passionista & Co. Logo

Designing a logo is a journey that first precedes and then goes beyond the simple shape. A logo is merely a signature of this journey, a final mark that says: It's just a beginning of a new chapter.

I'm happy to say that I have had great clients before, with a straightforward experience and few hiccups. I'm even happier to say that working with Alja was something entirely else. She wasn't just a client, as using this word doesn't do her justice. Our working relationship was in fact a partnership and the best of its kind, for which I can thank her warmth, sincerity and openness. All of it shows clearly in the end result.

Variations with background.

Leading designs.

Our Creative Process

The goal was to create the perfect logo for her project Passionista & Co. The process involved a few meetings, during one of which Alja in fact has drawn the concept for the logo herself - initially as a proposal - that in the end turned out as the single best choice. One of my favourite aspects is that she owns the logo even more for that reason and that she can use it with all the confidence anyone ever could, and even solidified the process.

To Find the Way

On the journey of designing a logo a role of a designer isn't set in stone. Sometimes it's hands-on work, sometimes it's guidance. Sometimes it's just listening, sometimes it's asking questions. When done right, the result resonates with the one who owns it, and nothing makes me happier than Alja's words "I can say I'm just in love with this logo!". With this, my role as a designer didn't matter, as the goal was fulfilled.

Two variants we didn’t use.

A Logo is Born

Even after the Logo has been made it’s a living being. It ends up on different products, business cards and videos. It will look different depending on lighting, materials, screens, and settings. It will likely never look the same twice, but it will be recognised as the same logo.