Visual Design Process Blog: A2 Identity Design pt.2

This week is the refining week for the logo I made last week. I was glad to hear many positive comments from my classmates and professor but there are still some small things I should make adjustments of.

Some main problems or suggestions I will try to tackle:

1. Improve readability — I fixed the curves so that it’s easier to read (letters are also thicker).

2. Improve the lines of the oval — thickened and has better flow now

3. Shadow of emphasize on the oval — took me sometime to understand but I was able to do it.

4. Add some color to the flower to draw eyes — added red

Then I will be putting my logo on some merchandize. The things I chose were my agenda, my iPad case, and my MI portable charger. I took my own pictures and positioned the light source to the upper left corner so it’s easier to see where the light reflects on different surfaces. At first I didn’t use stock pictures because I thought my own pictures have more apparent lighting, but honestly the overall outcome doesn’t look as good as on stock pictures, so I made a stock photo version of the iPad cover as well.

For my agenda: I used Spot Healing Brush to wipe away the original characters on the cover, and then trying to do my logo the same style as the old one (which is a permanent sticker of some kind), I used the Darker Color Mode, together with inner shadow and a little bit of drop shadow.

For my iPad cover: this is supposed to be concave, so I used bevel and emboss, inner shadow, and drop shadow for that effect. I also used the soft light mode for the blending. At last, I locked the logo layer and tried different colors for the logo so that it really blends into the iPad case leather material.

Stock image version

For the Portable Charger: this will be engraving. I made two attempts at different part of the charger for different effects. The top one is with the lighter color mode, and the bottom one is with exclusion mode. Both has bevel & emboss and inner shadow as blending options. In order to match the texture of the battery’s surface, I also added some noise to both logos. I intentionally left the MI logo there as a comparison with my engravings.

Also here’s my logo on a website that doesn’t exist. I didn’t need to apply any effect on it.

Then I designed my brand sheet, which was also my favorite part of the assignment. For the typography I drew all the other letters from the self-created font (very roughly) for the visuals. Originally, I drew every letter in Procreate in black ink, and then switched to Illustrator and used Image Trace to vectorize everything. The last step for this was to edit the lines’ paths to make the letters appear smoother around the edges.


A dilemma I had with bevel and emboss in Photoshop is that no matter which direction I put (i.e., up or down) and how I adjust the lighting I can always see it the wrong way (which is probably how such pictures often go viral online). Another thing that really bugged me is how as I export my brand sheet in PDF, I always get white lines with the logo texture I use. I googled and apparently, it’s a vector thing that can’t really be solved (which usually will not have a problem when printing?) unless doing some “hacks” or tricks.

Here is my brand sheet in PDF along with the logo.