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Design: A Sleek New Look for Javier Pierini

BY Wonderful Machine 8 May 2014
Intel, Case Studies, Design, Logos & Wordmarks

Javier Pierini is a photographer based in Buenos Aires, Argentina specializing in lifestyle, conceptual, and travel photography. When Javier first approached Wonderful Machine, he began with a Branding & Marketing plan to evaluate all of his current marketing efforts. Our feedback on his existing branding was that while it wasn’t hurting his brand, it wasn’t really adding anything to it either. We suggested that he work with a professional designer to rework his branding, making it a more memorable reflection of both Javier and his work. He chose to work with us on his logo and selected the Wordmark package.

Javier Pierini original logo on website homepage
Top Left: Javier’s original logo

Javier was looking for a mark that was sleek, modern, and distinctive, so I dove right in with this in mind. Javier’s name presented some unique opportunities in that his first and last name share three consecutive letters, and his initials—when treated right—can reflect or allude to one another. Exposing and showcasing these little details are what makes a logo distinct and memorable, so I had a lot of fun experimenting and creating Javier’s first round of options.

Javier Pierni logo option with lines and box
Javier Pierni logo option with JP box
Javier Pierni logo option with thinner box around the name
The first round of logo ideation

Javier ended up selecting this last option, which is both sleek and futuristic-feeling, much like Javier’s conceptual work. This option uses the form of the ‘P’ in Pierini to create the ‘J’ in Javier, which is one of those subtle details that makes you take another look. We did some additional exploration with the weights and variations of the letterforms, opting to emphasize Javier’s last name more than his first.

Javier Pierni logo options motioned through
Variations to test for the final logo design

Once he’d made a final selection, we moved into color options. I showed Javier several color options for his logo, and while it’s most common for people to select a logo palette of 1-2 colors, Javier selected a complimentary palette of 3 colors. I also created an inverse version of his logo and some secondary marks to accompany his work in various contexts. Javier was extremely pleased with his brand new identity, and I can’t wait to see it implemented on his website and other marketing materials.

Logo in motion with options for color
Javier Pierini’s new logo in color variations

Until next time, don’t forget to check out all of our design consulting services, and drop us a line if you’re interested in a new identity or if you’d like to build out your own brand. We’d love to hear from you!

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