Design with AJ

Design with AJ is my design studio that offers different services.

Currently, the proposed services are Logo & Brand Identity Design on one hand and Web Design on the other hand.

Creative brief

I decided very early in the process to use my personal logo, i.e. my monogram logo, as my brand Design with AJ icon.

I also knew that I wanted each service to existing on its own, under the main brand.

A lot of research was conducted before coming up with the 3-part name Design with AJ. What I like the most is that the word “design” can be seen as a noun or as a verb. Then, it becomes very easy to add another word in front of the name to convey a new meaning or feeling.

Also, to me, the 3 parts of the name are equally important.

“Design” represents the creative part when you make something new which is already a really fun journey and it happens to also please the eye.
“With” is probably the most essential part since I cannot do the work you expect unless you work with me first so I understand your need and transcribe it into a result that answers your business and satisfies you.
“AJ” at last is the part I bring to the table: all my professional and personal skills at your service.

Design options & choices

As you can see, even with the equilateral triangle shape as a constraint, many alternatives remained possible.

To me, the triangle shape is a symbol of balance. Also, the intertwined A and J remind me of the triple spiral forming the triskelion, a symbol dear to my heart. Thinking of it, I remembered that long ago, when signing for the first time with my initials, I used a triangle shape to draw them.

As it happens sometimes, the final shape for each letter was designed directly in AI by merging some of the sketches. Then I got lucky: I asked a friend her opinion about the icons I was designing and she suggested I outline the J instead of using colour.

The final icon was ready!

For the name, I wanted a font both neat and stylish. After selecting several candidates, I opted for the LTC Globe Gothic Regular font. The only change I made was to the “i”: I redesigned the rounded dot into a parallelepiped.

Original font
With the redesigned dot

Refinement

Finally, I had to distinguish each service within the brand.

I like black and decided to use it for my generic brand.
A”yellorange” became the Logo & Brand Identity service colour.
And a greenish blue was adopted for my Web Design services.
These two colours marry very well with the purple colour chosen as my accent colour.

To reinforce the idea of sub-brand, I chose to add the service keyword as a stamp over the brand name.
The Zubilo Lined font gave the effect I wanted.

As for keywords, it would be “BRAND” for Logo & Brand Identity Design and “WEB” for Web Design.
The final touch was finding the keyword “LET’S” for the main brand as it evokes energy, enthusiasm and commitment.