Important information points I was able to gather from the Logo design briefing:

• The logo must emphasise a clean modern luxury look and feel
• Given full creative control over designing and colour choice, the branding colours I choose were “grey” and “wine”.
• The Logo was designed to work on black and white backgrounds without losing the wine colour.
• Come up with a symbol for the brand that reflects the company.

One of the most important parts of any design process is research and discovery.  Once I felt I’ve exhausted all possible ideas I go back through the sketches and pick a handful to bring into the computer. The process of doing this evolves the designs even further.

The Logo was designed with a beautiful pendant symbol and a silhouette of Leipzig city skyscraper to symbolise the luxury style of apartments at the heart of City Leipzig.

The final logo design is simple, sophisticated, elegant, and has a strong personal connection with the business. Using the same aesthetic, a business card, stationery, banners and Board were also designed as part of the identity.