The Creative Mama » inspiring art, encouraging women

The Art of Creating a Brand

From visual inspiration to a brand new logo: The Art of Creating a Brand.

Bree and her creative team first approached me to redesign their logo in November, and I was thrilled to tackle the project for them.  We began where I have every client begin: doing their homework.

Creating a brand, or rebranding your business isn’t necessarily an easy task.  It’s one that requires a lot of work.  But if you’re invested in the process and put the necessary amount of time into providing the clearest information possible to your designer, the journey will be a smooth one.  That’s exactly what the team at The Creative Mama did.

This is what their logo was when we began the redesign process:

The pros of the design:
– clean and feminine
– the brand itself is easily carried through other avenues with the script font

The cons of the design:
– the fonts are unchanged and not customized or edited, much like a photograph displayed straight out of camera
– anyone could recreate the design once they know the fonts used

The vision behind the new brand was to create a design that can be used across many genres and applicable to anything from food pages to DIY projects.  This is visual inspiration they provided us with:

And this is the color scheme we were given to work with:

With that information, combined with a completed comprehensive questionnaire, we set to work on their new brand.  We explored every company they listed as inspirational taking note of their branding style, color scheme, images, and fonts.  Then we created four unique initial concepts based on the patterns we saw.  Starting with the very first step in our exclusive 4-Step Logo process, we presented our ideas strictly exploring fonts and color scheme:

Right off the bat, the middle two concepts were ruled out.  And they also knew immediately that they wanted to pursue the green shown in the first concept.  They were just left them torn between the first and last designs.

Usually step 2 of our process explores the more whimsical part of the logo: building the mark or adding a border.  But since we knew that this logo was going to be text-only, we took some time show different combinations of concepts one and four together to help get a well-rounded idea of all the possibilities:

By the time step three came around, we had narrowed down the eight colors we started with to two final colors and decided on a modern sanserif font to pair with the custom illustration within the brand.  The process was so smooth that we didn’t even need to reach the fourth step of final polishing!

The result was a new custom brand the entire team loved featuring a custom illustration that can’t be recreated with a simple font:

Bree’s notes:

Developing a brand was a more involved process than I thought that it would be.  To get a finished product that you love (and I am in love with our new branding), you need to invest some time in the process.  Finding inspiration and deciding what you want to project with your brand.  Does it fits with you and your vision?  Does it look like you?   These are things that you really need to consider when it comes to finding the right designer, and when developing your brand.  Working with Jane was a pleasure, she really helped us focus on the little details that make our branding different from everyone else.  Ultimately, we changed the final color scheme, and as you can see, it reflects the vision that we have at The Creative Mama.  We could not be happier with the final result.

Jane Johnson Photography and Branding Design

Jane Johnson Facebook Page


About Bree

Bree is the founder and writer of, a recipe site that shares her love of cooking, baking, and entertaining with others. launched in February of 2010 as a way to merge Bree’s love of photography with her love of food, and share both with friends and family. Currently, Bree lives in the suburbs of Washington DC with her husband and 3 children.

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  • Jessica Kantola

    Very much enjoyed this post! I’ve been a fan of Jane Johnson for quite a while now, and I just love what she helped you mamas come up with! Lovely!

  • Courtney Kirkland

    As a designer, it’s always interesting to read about how others go about the process. And I love how the final logo turned out!