Phase 2 is exploring the different possible design directions to best communicate Doyenne's look and feel.
In achieving Doyenne's mission, we are setting ourselves up to have an air of sophistication while being personable and open to diversity. These brand attributes will attract our target audience: female creatives & collaborative individuals.
The serif type is to give a touch of sophistication, alluding to the meaning of "Doyenne" (a woman who is most prominent in her field). The illustrations are those of different female directors, producers, and etc. This is to help our target audience see themselves in the crowd.
The brandmark of the closed eyes is to represent the act of envisioning. Here at Doyenne, we wish to help execute the stories and ideas of women into reality.
This is the final proposed direction. The ampersand in the brandmark is to signify the act of bringing things together while the logotype of Doyenne in quote marks show how we are all about including women in the conversation. Pairing this with the abstract elements is to show how we partner with our creatives in every step of the process—from the abstract to the refined.
Comparison of key competitor's logos
Business card mockup of proposed direction
Accent wall mockup that would be in Doyenne's office
To see more of the process, you can see it on dropmark by clicking here.
