Modern Fox Co Logo Design | July 2020

Modern Fox Co sets itself apart by providing comfortable, fashion-minded clothing for women.

Emily and I met on an online forum for aspiring women. At the time, she was prepping her clothing business for launch and was in need of a logo branded for her unique vision and identity. She had a design in mind but wanted to have it custom designed and detailed for her brand.

We met three times over the course of two weeks to collaborate and fine-tune various elements. After reviewing nine concepts, we narrowed down a final design to move forward with. Together we polished that design to fit individual applications, including web design, clothing tags and print.

Design Process

Initial Consultation

Emily and I identified and reviewed her needs. I asked her specific questions about her business goals, ideas and target audience. She then asked me specific questions about my process and timeline. After discussing and refining the project’s goals, we agreed on a budget and finalized a contract.

Sketches/Concepts

I began the project by sketching out ideas. After ridding my brain of all the terrible ideas it initially comes up with, I reviewed my work and chose six to nine ideas to draft as concepts (better sketches, oftentimes include color).

Concept Meeting

After revising the concepts, I sent them to Emily for her review. At this point, I highly encouraged ALL feedback, especially the negative! If there was something she didn’t like, I encouraged her to mark it with a red X and explain what specifically she didn’t like about it. If there was something she did like, I circled that on my original concepts and wrote notes in the margins for the reasoning behind it.

After marking the concepts based on first impressions, we then discussed the ‘Why’ and design intent behind each concept. In design, there is a good deal of non-verbal communication happening. That’s why intentional design is SO important! Your message should be communicated subliminally for those not quite ready to hear it directly.

Concept Revision

Because Emily had such a solid vision going into this project, we were able to narrow down a finalized logo to digitize in Adobe Illustrator during the concept meeting.

Finalized Logo Revision & Meeting

In the third and final meeting, Emily and I took an intense look at the fine details in her logo. We tweaked the shadows, nose and tail until they worked seamlessly together.

Deliverables Sent!

After fine-tuning the logo, I saved each logo variation in file formats as requested and included in the package and sent them to Emily for her approval.