Ah, logo design. Always such a delight! Especially when there are no design specs, criteria, target market or business plan! It’s a little like shooting darts with a blindfold on!
Well, what do we have to work with?
- The name: NuYuInk, invokes the sense of a refreshed, updated, upgraded you, along with the concept of Ink, which refers to the process itself and harkens to the traditional tattoo, often referred to as “Ink.”
- The organic nature of the ingredients
- The non-permanent nature of the process
The first attempt incorporates fresh, energetic, spring-like colours, a bold, sans-serif typeface and a leaf to suggest “organic.” While using jargon such as the acronym “SMP” may not be the most clear option for a tagline, the target market would be familiar with the term, and the business wanted to capture it as a keyword.
As can be expected, a spec-less design means lots of revisions and variations. The lack of timeline for this project also meant that the logo would be revisited many times over the coming months.
After dozens of iterations, we started to like this version with the friendly spherical representation of the process: a series of dots created by organic inks over a strong, serif with the tagline in a more casual typeface.