A friend in Minneapolis asked me to design a logo for her knitting start-up.

I asked my client to send me a mood board, encouraging her to use Pinterest. The vibe she described to me was “Scandi simple” and she expressed wanting mustard yellow and/or teal in the design. These are the images she sent to me:

Logo Brainstorming

Because the mood board includes many trees and wintry scenes, I experimented with tree designs, as well as with nordic animals like the fox.

The idea behind the two-tree design was to evoke the relationship between a parent and child with the moon above as a sweet touch - I think most of us have read the book Goodnight Moon as kids, I know it was a favorite of mine. The pine needles also subtly allude to knitting needles

I sent a board (above) of my best logo designs to my client, asking her to let me know if I can tweak anything, or if she’d like to see some other concepts.

She loved them all and asked for time to mull it over.

I was so excited by the project that I continued pushing the logos during that time.