When thinking about the name of my brand I wanted to embody the values and themes I had identified when meeting Emily. Having looked at her work on Instagram and her portfolio one of the central themes I identified was female empowerment. Therefore I wanted the brands name to reflect this, without being a cliche. So my initial brand name I decided to use was 'Habiliter' which means 'Empower' in French, I liked the idea of it having the ambiguity of being in another language whilst also having a definitive meaning that reflects the brands values.
For the logo at first I thought I would just use the brand name in order for it to be clear and memorable. However when conducting my trend research and identifying the trend 'The Athena Woman' I thought the goddess Athena had extremely relevant connotations of female empowerment and therefore could be effective to use within the logo as a clear representation of what the bran represents. Using illustrator I used an existing image of the goddess Athena and creates an a drawn outline from It and changed the colour to one of the central colours from Emily's collection. Together with the brand name, 'Habiliter' I created a circular logo (see below). After reviewing it and getting outside opinions I decided to change the colour to something more distinct, keeping in line with Emily's main colour theme.
However... after further discussion outside opinions I decided the brand name could be considered confusing and unclear as it is not a commonly known French word to most that don't speak the language (I didn't know it was that until I google translated the empower to French!) So it was back to the drawing board...(continue below)
One thing I didn't initially consider was using Emily's name, her surname, Moody. It actually makes perfect sense. It's memorable and punchy and has multiple connotations appropriate for the brand. Firstly and most obviously it clearly represents the designer herself but also it represents a key theme of the brand representing the mood/zeitgest of women today who will no longer stand to be considered any less than men in society.
The logo on the left is the initial logo for the new brand name one of Emily's theme colours was added to the M to make it more unique and memorable.
So far this is the final brand name and logo idea.
Helena
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