This project was part of Lindsay Marsh's Graphic Design Masterclass that I completed. I created a logo and brand for a fictional life coaching company called "Malluable". Below you can see the client brief and Lindsay's design for reference.
In terms of brand identity, it seemed important to me that the company is led be a woman and I wanted to keep a feminine touch in the design as well as exude strength, confidence and trust.
In terms of colour, I wanted to find a rich tone that would go well with gold as per the client's request. I explored colours such as navy blue (stands for: trust), teal (clarity) and maroon (strength/confidence). In the end, due to the owner of the company being female I chose the warmer, more friendly maroon as the main colour for the brand.
I created a logomark from the letters MU (initial and focus letter) making it look like the M is being bent into the shape of a U (so being rather malleable...). I gave the U rounded corners to add some contrast to the corners of the M resulting in a confident yet friendly logo.
I then added the company name in a similar fashion, enlarging the U for focus and giving it round corners.
I also added the tag line as per the client's wishes. I chose more feminine typography for this to balance the logo and give it the feminine touch I felt it required.
For the business card design, I experimented with some more traditional and blocky setups but in the end I felt it deserved some movement. I couldn't quite settle on the colour focus (more white = more serious, trustworthy; more maroon = more bold and vibrant) and I felt this was a good decision for the client to make, or use both.
Feedback, as always, is very welcome below 🙏
