LOGO RE-DESIGN: ANDREA JAGGS
I recently did a brand update. I had been itching to refresh my logo and overall brand for a while. In the summer I finally got around to doing so!
This my old logo above. My last logo was all line, but was more broken up. I knew that I wanted change the feel of the line flow and simplify the colour palette. I take inspiration from hand drawn type and the idea of type as image.
Over a few weeks, I gathered and carefully curated print materials and items that I had collected over time for inspiration. These are items that I really connect with in terms of design, trend, palette and overall aesthetic. I spread them out on a table in my studio. A visual style emerged.
As you can see I have an orange crush! Hot orange, neon and coral—there is energy to the colour that draws me in. If only neon orange could be created in RGB (like green pink and purple), I’d be in heaven! Black and white is also a classic that I can’t ignore. I’ve always loved simple lines, but with an edge and geometric shapes. I am loving the geometric trend right now. I can honestly say these photos bring me lots of excitement!
I liked the idea of making the letters one continuous line. My logo is also very much a copy of how I had been drawing it out in my sketchbook—Moleskine! This I drew out on the computer based on my sketch. It was done with the pen tool in illustrator, quickly as test. I didn’t think about it much. But the first try was the one I stuck with. I went back and drew over scans from my sketchbook, but did not like them as much. I find the first instinct usually is the right one. My best work happens when I don’t overthink it. I went back later and adjusted the “S” to my liking and done!
This is final logo with a graphic icon.
I knocked out the shapes to create my icon. Above are some variations I had played around with. I feel strongly about process creating the final outcome. This all came together fairly quickly and instinctively. I had been planning to start this blog, so the addition of “art / design / inspire” made sense.
Here are my current business cards. I’ve been using this Jimi Wallet as my business card case for years. I love how the design shows through from the inside.
To personalize my iPad case, I added a strip of neon orange duct tape. I’m currently working on additional collateral pieces to extend my brand vision, which I’ll share later!
JAGGS – WHAT’S IN A NAME?
A quick note on my last name; the long version is Jagodzinski (Polish!), but I go by Jaggs.
Growing up I was referred to as “jags”. The second “g” was added only a few years ago. For a while, I had the URL: http://jag.gs, thanks to my friend Jason Hargrove, who got me the URL. This was after not being able to find “andreajags.com”. The .gs (instead of .com) referred to the territory South Georgia and the South Sandwich Islands. It spelt out “jaggs” and the name just stuck! However, I found people would get confused with the URL and would spell it incorrectly, so got rid of it.
I have noticed there being a real “Jag” trend out in the world these days. There is:
Basically, Jaggs has stuck and it’s easy! //