The Brief - Alvin Design Ltd.
Mr. Alvin commissioned a logo for his engineering company, Alvin Design Ltd., requesting a light, minimalist design that conveyed clear engineering themes. The final logo needed to work across multiple touch-points, including his company profile, email signature, invoices, and LinkedIn, and be delivered in various file formats for flexible use.
Graphic Design.
​
​​​I designed a series of initial concepts exploring different typefaces, iconography, and gradients. A sans-serif direction was chosen early on to keep the logo clean, modern, and aligned with the brief.
​
Concept 1 used a modern typeface with selective letter cuts to create a futuristic feel. Early imagery was removed to avoid distracting from the typography.
Concept 2 featured a clean, widely spaced typeface paired with compass and protractor imagery, representing engineering tools and echoing the initials A and D. This concept introduced a more playful aesthetic, giving Mr. Alvin an alternative direction.
Concept 3 explored a square, structured typeface and an icon built from two right-angle protractors forming a compact geometric mark—useful for layouts with limited space. The text was repositioned beneath or beside the symbol to improve hierarchy and balance.
Concept 4 featured a segmented gradient cog to evoke engineering in a refined, serious tone. The lighter typography was used to balance the bold imagery, striking a balance between minimalism and visual interest.
Concept 5, the ultimately chosen design, integrated type and iconography into a cross-shaped symbol. Heavy central lines contrasted with lighter icon and letter strokes, creating visual harmony. The A and D sat opposite each other, with compass and protractor icons occupying the remaining quadrants. Matching angles and consistent line weights ensured a precise, cohesive design, reinforced by using the same typeface for the supporting text..
​​​
To help Mr. Alvin visualise how each concept would appear in real-world use, I provided mock-ups featuring the logos on his email footer and LinkedIn profile. After presenting the concepts and explaining the design rationale, he gave highly positive feedback and selected Concept 5 as the final identity for Alvin Design Ltd.​​​​​​​
Logo Concept 1
Logo Concept 3
Logo Concept 5
Logo Concept 2
Logo Concept 4
Logo Concept 5 on an email footer
Logo Concept 5 on Mr. Alvin's LinkedIn page
The Brief - Cam City Rollers.
Cam City Rollers (formerly Bridge City Rollers) is a social roller-skating club based in Cambridge, welcoming anyone in the local area with an interest in skating. Mr. Quigley founded the club and required a logo for use across social media, messaging platforms, and eventually on T-shirts. He requested a roundel-style logo incorporating imagery that reflected the club’s identity. The final logo also needed to be supplied in multiple formats to support its various applications.
Graphic Design.
​​​​
I produced four initial logo concepts, each aligned with the brief. The designs explored different typefaces, iconography, and layouts, with a focus on clarity and balance. Text was arranged around circular forms for legibility, while imagery was sized to remain recognisable without overwhelming the composition. All concepts were initially created in black and white, allowing flexibility when applying colour to the selected design.
​
Concept 1 featured concentric circles and two contrasting typefaces. A bold font was used for “Bridge City” to ensure legibility and convey an informal tone, while a disco-inspired typeface for “Rollers” referenced skating culture. A central bridge icon completed the design.
​
Concept 2 introduced a ridged border to add visual interest and reduce the number of concentric circles, creating more white space. The text was shaped to follow the curve of the roundel, and a custom rollerblading icon was used as the focal point.
​
Concept 3 adopted a simpler, hand-drawn rollerskate icon positioned above a banner containing the “Rollers” text. Additional linework beneath suggested a road receding into the distance, adding depth and balance to the roundel.
​
Concept 4 explored an alternative, non-roundel layout. A stacked arrangement of text and icon created a rectangular form, offering a practical option for use on promotional materials.
​
During a review presentation, Mr. Quigley confirmed that the club name had changed from Bridge City Rollers to Cam City Rollers and expressed a strong preference for Concept 3. While updating the name, I refined the design further by removing the white fill behind the rollerskate icon and introducing a bordered treatment instead. This allowed greater flexibility with colour and created a clearer space for the “Cam City” text. The icon was also adjusted to better balance the revised layout.
​
These refinements resulted in Concept 5, which received immediate approval. I then applied several colour schemes, leaning into vibrant, disco-inspired tones to reflect the club’s playful nature. A sample social media post was created to demonstrate the logo in context. The client selected a preferred colourway, after which the final assets were prepared and exported in the required formats.
Logo Concept 1
Logo Concept 3
Logo Concept 5
Logo Concept 2
Logo Concept 4
Logo Concept 5 - colour variations
Logo Concept 5 - social media posts
The Brief - Slow Mojo.
Slow Mojo is a blues-funk band I formed several years ago, performing at many iconic, legacy venues across London. To establish a strong visual identity, I designed a logo for use across social media, merchandise, gig promotion, and a large flag used as a stage backdrop. The logo needed to be bold, distinctive, and instantly recognisable to both promoters and audiences.
Graphic Design.
The logo took the form of a roundel, built from concentric circles with a dotted line detail to add texture around the outer edge. To pay homage to the artists that inspired the band, a hippie-influenced typeface was introduced and masked within the logo’s borders. The design received unanimous approval from the band, after which it was rolled out across our social channels and applied consistently to all promotional materials. It featured on gig posters, streaming profiles, and music releases, often paired with bespoke artwork.
​
For our performance at Kendal Calling festival, I created a psychedelic colourway of the logo, which was printed on festival T-shirts and used on the stage backdrop flag during the set.
​
The logo was adapted further for the release of Universe, where multiple colourways, masks, and geometric forms were combined to create an interstellar aesthetic. Other releases, such as Isabella and Bounce, used a stripped-back, monochrome version of the logo alongside photography and typography that matched the logo’s typeface for visual consistency.
​
For the EP featuring Riffin’ A, D.M.T. Woman, and Your Freedom, the expanded colourway returned, with the roundel evolving into a dreamcatcher motif to reflect themes of dreams and spirituality. The gradient extended into the accompanying typography, which used a complementary typeface to echo the geometric forms within the artwork.
​
As a final and unexpected highlight, the Slow Mojo logo was even immortalised as a fan tattoo - a genuine compliment and testament to the strength of the band’s visual identity.
Original Slow Mojo logo
Stage backdrop flag - Kendal Calling
Singles artwork - promotional poster - fan tattoo