Jumping Lion Logo Design

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Jumping Lion Logo Design - For Purchase

This is a logo design I created in response to, George Bokhua's course "Design a Logo in Modern Style." I've watched the course multiple times, but I have never participated in it, until now. The course is split into multiple sections, one focusing animal based marks, the second focuses letter-based logos and the third focuses negative space marks. Here is my take on a animal based mark, if you are interesting in purchasing the logo, please message or email me. Also, if you would like to see Mr. Bokhua's course you can here: https://www.skillshare.com/classes/Design-a-Logo-in-Modern-Style/1200154057

After viewing the course, I decided that I would attempt an animal based mark, but I didn't know which animal to represent. I went onto Freelancer.com to research a design brief that could inspire this project. I stumbled upon a brief for a lion attack logo design for a luxury clothing brand. I used this as inspiration for the theme of my design.

I went onto google to find some reference photos. I took a compilation of photos and created a mood-board. I printed multiple photos and began creating thumbnail sketches. After making 30 or 40, I decided on the lion photo below. I liked the flow of the lion's pose and its ability to look both fierce and calm. I ended up discarding most of the sketches, but I selected a few to use as reference. In Illustrator, I traced the lion shape with the pen tool while referring to my sketches. I created a rough shape of the final logo that I would expand on further, later.

I took the rough shape of the logo and created a grid around it, to refine the shape. Once the main body and attached hind leg was done, I cut the excess and joined the edges, to unify the shape. I expanded the shape by 5-10px to create a gap for the detached hind leg. I then gridded out the hind leg, cut it down and unified it.

Once the full logo was cut out and joined together, I focused color. I started with the conventional black and white body shapes, then attempted roughly then color combinations. I settled on a warm tan and red color combo. The tan symbolizes the main fur color of most lions and the red symbolizes blood.

Next, I created examples where the detached hind leg would be darker (or lighter in the case of the black logo), because the detached leg is supposed to be behind the attached leg.

Finally, I created examples with a place holder word-mark. The name Lyon came from a suggestion from a friend. The name is a play on words with the french pronunciation of the word lion: Lion / "Lee-y-on."

I also created a brief style guide for the design. I really enjoyed using CAPITOLIUM2, I found that it had a nice serif effect, reminiscent of designer perfume brands.