How My New Logo Was Born

How My New Logo Was Born

I have a new logo and I love it.


I was privileged to work with Aaron Carpenter and his team from Legendary Lion. I got in contact with him through Joe Sanok of Practice of the Practice.


Aaron and I had our meetings via Skype, as he is in Traverse City, USA. At first I was a little worried about having my ideas misunderstood but my fears were soon allayed.


On our first meeting Aaron asked me a whole heap of questions and by the second meeting we were on our way. I had no idea of what I wanted but talking with Aaron helped clarify “our” ideas. I say “our” ideas because we just bounced off each other.


My first idea was that I wanted butterflies but that changed. Aaron made some logos to fit this idea and it didn’t fit what I wanted any more.


We then talked about growth, health and connection and Aaron made more logos, with trees and hands but on discussion that changed too and “our” ideas grew clearer.


Then by the next meeting Aaron had an idea of light shimmering and shining. He showed me an idea that he had, I liked it but wasn’t in love with it. It felt a bit too harsh for me.


After that meeting I started doodling the image that he had shown me and I started to soften it up and began to draw a candle flame. Then I thought it also felt like a teardrop and then I thought that grief is 7 days a week and I had the genesis of my logo.


I sent my doodle to Aaron and asked if he could do something with it? At the next meeting he had a few different variations of my logo. He said, “There is one that I’m really excited about. I wonder if it’s the same one that you like too?” As soon as I saw this logo, it was the one, I absolutely loved it and I knew that was the one for me. It matched everything that Aaron and I had spoken about.


My logo represents the:

  • Colour indigo for Indigo Counselling and Psychotherapy
  • Tears of grief and loss
  • Candle flame to remember our loved ones
  • 7 days a week that grief impacts us
  • Multiple layers of our feelings
  • Transformation that we go through

This is my logo I hope you like it as much as I do. It was such a joy to co-create it.


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