I recently designed a logo for Jen Kanewske who teaches swimming.
At our first meeting this is what Jen gave to me for examples she liked.
It was clear that she liked the smooth flowing feel of the logos, but the technique displayed wasn’t accurate.
The main goal was to produce a logo that didn’t show incorrect swimming form and would be able to produce in embroidery.
My initial sketches were pretty icon-looking and a bit lame.
I also kept drawing the Pokemon logo somehow…
I eventually started (poorly) sketching out the letters CJ for Coach Jen. The trick was to get them just right so the negative space resembled a swimmer doing the butterfly, which was Jens specialty.
After a bit of futzing with it, I presented three pages of options.
The first being more icon-like logos that would produce great at small sizes and embroidery.
The second page with the CJ logo and some different type.
The third page was just ridiculous… I did like the option with the text, but it would never really work in production.
While presenting these I found out that Jen was an art buff, so when she told me she liked the CJ logo option that looked like a paint brush stroke I had some exciting new direction.
With a lot more futzing and different brush experiments, I found the one that worked. I switched out the fonts so they matched the logo better and tweaked everything till it looked great.
I’m really excited with how this came out and how easy Jen was to work with. Plus I learned that not being able to float isn’t weird like people tell me it is. Jason Lezak sinks also, so there.
If you need swim lessons check her out here