I started my career as a freelancer, reaching out on Craigslist and finding small businesses that needed logos. Everyone from a local family-owned winery, to dentists, to software engineers trying to make their portfolio stand out. My process is iterative, with an aim of getting as many unique concepts onto the board as possible before narrowing down what works. Now, along with logos, I handle business cards, marketing materials, posters, and more that come along with a new or refreshed brand.

One of my recent projects was for a software developer named Gold who needed a new portfolio to showcase his app development. Gold had a couple ideas and requests to start. His original logo was going to match the name of his website, “MadeBy.Gold”, but during the first iterations of the brand design, he decided to move in a different direction and simply stick with “Gold Software”.

He wanted a design that was both simple, and could have an easily recognizable logomark. With the new iterations, we ended up settling on a mix of two of the presented logos. He really liked the simple layout of #4, but instead of a backslash design that would invoke ideas of file structures, he instead liked the concept of the command line carat and underscore. After iteration and font selection, we finally settled on a logo that could be both a descriptive one, and one that could be baked down into a simple logomark.