ReBranding Our Logo: A Design Story

Waller and Company Card Mockup

I seem to be working with clients over in the US more and more of late. This project, however, was from an actual 'old school' face to face encounter. Both Talaya and I were talking on Personal Branding in London a couple of months ago, and we connected on social media.

Talaya is a true expert in her field, and she works with high-level executives in Washington to help build and develop powerful personal brands... So when she approached me to help with the visual aspect of her personal brand, I was truly honored to be able to help.

Talaya was looking to create a symbol that would be instantly recognizable and would appeal to C-Level Executives at the highest level. We explored many design solutions but eventually settled on an abstract representation of journeys. 

The W icon is made up of flowing lines (or paths) which change direction and overlap. The central section is a strong arrow with upwards momentum. The pathways represent choices and decisions that an individual makes in their life and career. In the modern world, people are far less likely to stay in one job/profession for extended periods of time. So this highlights adaptability to change and movement as desirable character traits. I deconstructed the logotype with bespoke embellishments to several key letterforms.

Talaya has big plans for this brand, and I can't wait to see how this develops and grows as she does.

For great articles on logo design and much more you should check out the Super Logo Boy website.