Will’s Welding

Rustic Illustrator Logo + Iterations

For this personal project, I was asked by the client to create an assortment of logo mockups based on the name of the service “Will’s Welding.” I was given a lot of freedom for this assignment, but I knew I wanted to portray a rustic, old West feel with the finished product, while still making the overall composition modern and legible.

I began by creating multiple mockup logos for the client to choose from. All of these were thoughtfully inspired by iron ranch logos to drive home the feeling I hoped to achieve. I believe that all the iterations were all usable and all featured elements that I could easily play around with to create even more variations. But the first logo I designed ended up being the winning logo for the client and for the process of my final design, I selected the main typeface of the logo, Willow Std Light which is a tall, slim serif font and paired it with the clean, thin, sans serif font Libre Franklin. Adding a few smaller text pieces and linear details allowed for some creative placement and made the whole piece more interesting. For the finishing touches, I overlaid some grain details that really gave the logo that rustic, old look as well as added more depth and dimension to the grayscale logo.

This project provided an excellent opportunity to practice my layout design skills in Adobe Illustrator while working through various iterations to keep building upon until I had one that I believed fit the brand nicely. Limiting myself to only a few typefaces aided the development of many thoughtful combinations and I believe that the result shows evidence of proficiency in logo and layout design.

Adobe CC Illustrator