Flow State2

Flow State Coaching & Consulting.

This was a logo design project for a coaching client, Dr. Alaina Puff. She wanted the logo to feel friendly, professional, and to allude to growth in some way. I chose to use a botanical as the representation of growth and picked a serif font to convey professionalism, but one that had a personality to it (note the imperfections in the letter "A").

Role

Graphic Designer

Project type

Logo Design

The font, Edensor, was perfect for the aesthetic of Flow State. The owner of Flow State provides real effective solutions, but in a humanistic and playful way. I felt that a serif was the way to go, to convey professionalism, all while showing some personality with the curved and playful edits to the descender and crossbar in the A here for example.

Process

Below are multiple early iterations of ideas based on my research and preliminary discussions with the client.