I designed my first logo with my brother when I started my brand 5 years ago. It has suited me very well until now, but I decided that I wanted a more meaningful logo which represented my design ethos and felt more relevant to my brand.
I knew I wanted a logo which was classy, something that would stand the test of time, but also look different from other logos and didn't date too quickly. I wanted it to relate to my creative work and reflect my modern style, without being complicated. To look traditional but feel new, familiar yet unfamiliar.
Who better to translate my contradictory brief than my typographic designer husband, Tom Foley.
"Samantha needed a logo that would reflect the experimentation and craft that goes into all of her designs and products. It also had to be robust enough to meet the functional challenges of the various production techniques used to apply her logo on to fabrics as well as working on large and small scales in print, web and on screens."
"The all-cap, low contrast basis for the logo is well suited to the many production techniques, scales and outputs required. This approach is common for such technical requirements."
"Conceptually I drew on Samantha's experimental and craft-driven approach to design. If you look closely you will see that no two letters in the logo are the same. This simple yet bold statement reflects her approach and requires a lot of typographic crafting to pull off."
I love my new logo. It's playful yet sophisticated and fulfils my brief. I love that each character is different, which likens it to digital code. This is fitting as I use digital technology to design and print my products. The design also reminds me of a departure board with changeable scrambling letters. This also has significant relevance to my brand as travel heavily inspires my work.