This was a multi-week project and involved a lot of reflection, feedback and revising.

Janelle is my middle name. I have always loved it and wanted it to be a part of my branding.

When it came to the icon, I reflected on the design process, all the steps and the dramatic change that can happen between the first sketches and final concept of a project. I needed something that was representational of that process so I did a modern take on a butterfly.

The butterfly icon was integrated into the design as also being symbolic for its naturally balanced figure (to represent balance in my life). Butterflies are known to represent one’s soul, so my tagline became “soulful creator” to reflect this.

Letters from the brand name “Janelle Design Studio” were tied into the butterfly’s main body using curved lines at varying weights to ensure a more organic look. The detached crescent shapes are important pieces signifying a joyful smile and list-making.

The logo ended up being the perfect blend of balanced and playful.