Business card
The background waveforms on both sides have UV spot gloss to give a slick, water-like feeling and luminosity to the card.
Process
The client had already put some thought toward the look and feel of their practice’s brand. Through our conversations, I learned the following parameters for the final design:
Coastal, yet not “beachy” theme
Clean, simple, concise, but strong
Audience includes all ages & genders
Professional, exceptional, relatable & approachable
Not looking to be arrogant, but confident and established
Insurance contractors need to recognize the company
Client-provided assets
Logo concept
Originally, the client had a vision for incorporating a compass rose into the shape of the logo. This would have represented guidance, as the client’s practice seeks to do, and would tie in the coastal motif. I used this sketch made by the client as a basepoint for some thumbnails and logo iterations.
Color palette options
Naturally, a coastal color palette would incorporate a soft teal. The client also requested the inclusion of a slate gray and a sandy taupe. These suggestions influenced the direction that color exploration took.
Logo thumbnail sketches
When I think of a “coastal” theme, my mind immediately goes to waves. Many of my thumbnails included waveforms and iterations of the original logo idea the client shared.
TIDE Associates specializes in a treatment known as Eye Movement Desensitization and Reprocessing. I wanted to see if something would click around the form of an eye.
Provided logo forms
My logo presentation to the client included good faith attempts at manifesting their original vision. Ultimately, I felt stronger concepts existed—and fortunately, the client agreed with where I took the design.