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Pine and Ginger

Logo Creation

Using the logo design process, a logo for Pine and Gnger, a sustainability and homestyle textile company will be created. 


Pine and Ginger


Lauren Owen


February 2021 to Present


01. Design Brief

Understanding the client’s business and their logo desires

Pine and Ginger is a new compnay that focuses on environmental sustainability within the fashion industry. The textiles and materials created are intended to be recyclable.

The client stated interest in using a lettermark or combination mark but primarily letters similar to the asthetic of the Zara logo. Simplicity is the focus with the option for one or a multi-level perfect square design, as well as the opportunity for the “and” to be represented as a “+.” The colors are burnt orange and gold.

02. Research

Research on the industry, competitors, and current trends

In reviewing the logos of fashion industry companies, emphasis is placed on the name of the company, but older and larger companies incorporate subtle icons that are just as represenative of the brand in usage as letterform or brand marks. Iconic and cutting-edge brand logo can be viewed here.

2021 is ushering in more simplicity, negative space, inventive typography, fine lines, and balance, which can be read about more here.

03. Braintsorming

Conceptualization of ideas and possible directions

Brainstorming activities included multiple internet searches on a variety of topics including the following:

  1. Fashion logos
  2. Negative Space logos
  3. Pineapple logos
  4. Simple logos
  5. Modern logos
  6. Monogram logos

Results are reviewed and some will be used as inspiration for sketches.

04. Sketching

Development of logo concepts based on the brief and research

After review of the collected logos, the client liked Henny & Haim and Alma. She also like the placement of the words in Lily and Charlie, and how the Daniel Klien letters came together. This feedback will be used to create sketches for Pine and Ginger.

05. Design Execution

Selection of promising logo design concepts and execution of them digitally

After the client reviewed the sketches, logos 2 and 5, example PG, and font Iknu were expanded upon. Logos that included the full company name were executed in stacked layouts.  

06. Presentation

Logo design in the context of applications relevant to the client’s needs