THE STORY

SAH_NeedforIdentityImage.png

The need for an identity

When I was applying for my first internship back in 2015, I hacked together a quick logo of two chevrons in a circle. As I went about my design journey and began putting together my design workflow and personal website, I realized I needed a powerful mark which represented what I believed in, which reflected my work and design principles. So I set out on this quest to define my visual identity.

 

PART OF THE PROCESS

Codifying the principles

I started codifying my design principles and workflow, and a clear narrative around constant evolution and iteration emerged. I focused on functionality over form and had a minimalist approach, which drive my design thinking.

 
SAH_DeltaMarkConstruction.png

The delta mark is born

I started exploring different marks, trying to be as minimal as I could, without losing meaning and effectiveness. After scribbling hundreds of logo marks, the delta mark was born, encircled in a beautiful superegg shape.

 

THE IDENTITY

SAH_Logo_Lockup.png

The logo

The delta mark is a symbol of constant evolution and change, coupled with the minimal logotype.

 

Color

After exploring a broad range of colors, I developed a color system with a base gray palette and some accent colors for illustrations and graphics.

 
SAH_Identity_Type_3.png

Typesetting the type

After countless iterations of numerous combinations, I chose Inter UI—a highly legible sans type—as the primary typeface, with Lora—a beautiful contemporary serif—for serif applications.