Description:

I started form-storming a logo for Marble City by generating iterations on the word ‘marble,’ considering its shine, feel, pattern and usage. To capture the brand story within the design, I researched the product, customer, and application. Maximum sales were grey and white marble, and customers consisted of commercial and residential architects. Therefore, I used a grey palette and a modern font, with the depth of the letter M showing the steepness of a quarry and length depicting the sleek buildings wherein marble is applied. Additionally, I adjusted text spacing in ‘CITY’ to accentuate each letter and placed it at the bottom to represent flooring. 

I created different artboards for the business card with the logo’s grey palette. To differentiate from the rigid design of competitors, I encapsulated the feel of marble by experimenting with a range of strokes to find the right balance of feather-like and solid texture. I settled on a chic design with greys depicting the flow of veins within the solidity of marble. I carried this pattern to the back of the card to represent rhythm but contrasted the background with a darker shade to emphasise the text. I employed type hierarchy by mixing two fonts with line spacing and kerning to distinguish the personal and company information. I used a vertical orientation to reference the application of marble in towers. Lastly, I created separate logo files, including EPS and JPG accounting for colours in web and print.