Brand DESIGN
Rabia Dastgir, Fashion and Apparel Consultant
Rabia Dastgir is an exceptional designer with a wealth of international experience.
As she seeks to expand her fashion and apparel consulting business, Rabia approached me with an existing logo that required a revitalization.
I presented her with a new and enhanced logo, giving it a modern and fresh look that accurately reflects her business's unique style and vision. The brief was as follows:
- Retain the toucan icon.
- Our products or services are colourful, unique, and evoke a sense of exoticism and adventure.
- A special and rare combination.
- Environmentally conscious, values natural resources.
- A memorable brand image that stands out from competitors and is easily recognizable to customers.
Original logo
Rabia's existing mark was really more of an illustration than a logo.
It's said that a logo ought to be basic enough that one can easily draw it in sand, so I intended to simplify this graphic into more of an iconic shape.
Research & Sketching
Some of the toucan images I collected during my research, showing the diversity of colouration and appearance across the species.
The first adjustment I made was to change the bird's direction to be facing right. This creates the impression that it's looking towards the future, rather than the past.
Below, a peek at the sketching that was done once I began to render the concepts into a vector design app. The ideation progression can be seen from left to right.
These pencil sketches show the more geometric direction I intended to take with the logo.
The new logo mark
During the research phase, I considered Rabia's homeland of Pakistan, and found this beautiful Pakistan-inspired pattern.
I customized it and positioned a small segment of the pattern within the beak to result in a stylized interpretation of a toucan's colouring.
It communicates Rabia's creativity, plus the vibrancy, culture, and history of the textiles of her heritage.
The toucan's eyeball indicates alertness and awareness.
It also doubles as a crescent shape, to represent Rabia’s Muslim faith.
The bird’s overall shape is that of a lower case letter r, for Rabia.
The new logo mark
During the research phase, I considered Rabia's homeland of Pakistan, and found this beautiful Pakistan-inspired pattern.
I customized it and positioned a small segment of the pattern within the beak to result in a stylized interpretation of a toucan's colouring.
It communicates Rabia's creativity, plus the vibrancy, culture, and history of the textiles of her heritage.
The toucan's eyeball indicates alertness and awareness.
It also doubles as a crescent shape, to represent Rabia’s Muslim faith.
The bird’s overall shape is that of a lower case letter r, for Rabia.
The toucan’s wing is repeated in the logo type as a leaf motif to represent the bird’s natural habitat, the earth and nature, renewable resources, sustainability, and adventure.
This shape can be used in the future for patterns and other graphic treatments.
My search for a suitable typeface resulted in the discovery of a display font called Tropical Garden.
The swash below the R has been extended to
accentuate Rabia’s name and enhance balance.
The extended swash also resembles a hanging vine
or tree branch from which a toucan may perch.
To achieve a more elegant and feminine result, I adjusted each character to appear a little narrower.
My search for a suitable typeface resulted in the discovery of a display font called Tropical Garden.
The swash below the R has been extended to
accentuate Rabia’s name and enhance balance.
The extended swash also resembles a hanging vine
or tree branch from which a toucan may perch.
To achieve a more elegant and feminine result, I adjusted each character to appear a little narrower.
The toucan’s wing is repeated in the logo type as a leaf motif to represent the bird’s natural habitat, the earth and nature, renewable resources, sustainability, and adventure.
This shape can be used in the future for patterns and other graphic treatments.
The sub logo type is set in Barlow, a clean and modern typeface to complement the distinctive logo type.
Barlow has a wide variety of weights and widths, making it a versatile choice for websites and documents.
The sub logo type is set in Barlow, a clean and modern typeface to complement the distinctive logo type.
Barlow has a wide variety of weights and widths, making it a versatile choice for websites and documents.
Colour
Rainforest Green
This deep, rich tone of green speaks to the lush vegetation where the toucan lives.
The green paired with white is also a nod to the flag of Rabia’s native Pakistan.
Toco Orange
The green paired with white is also a nod to the flag of Rabia’s native Pakistan.
Secondary colours
Six bold secondary colours were assembled from the toucan beak pattern.
Rainforest Green
This deep, rich tone of green speaks to the lush vegetation where the toucan lives.
The green paired with white is also a nod to the flag of Rabia’s native Pakistan.
Toco Orange
The green paired with white is also a nod to the flag of Rabia’s native Pakistan.
Secondary colours
Six bold secondary colours were assembled from the toucan beak pattern.
Logo samples
Logo samples
