Logos
TL;DR / Summary.
Alongside UI and product design work, logo design formed part of my broader creative output. This page showcases three logo projects; Alvin Design Ltd., an engineering company requiring a professional, minimalist identity; Cam City Rollers, a social roller-skating club needing a playful, versatile roundel; and Slow Mojo, a blues-funk band I founded, for which I developed a bold, recognisable visual identity that extended across merchandise, stage backdrops, and single artwork.
The Brief - Alvin Design Ltd.
The client 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 a company profile, email signature, invoices, and LinkedIn page, and be delivered in various file formats for flexible use across each application.
Graphic Design - Alvin Design Ltd.
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 the client 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 the client visualise how each concept would appear in real-world use, I provided mock-ups featuring the logos on an email footer and LinkedIn profile. After presenting the concepts and explaining the design rationale, the client 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. The client founded the club and required a logo for use across social media, messaging platforms, and eventually on T-shirts. A roundel-style design was requested, incorporating imagery that reflected the club's identity, and the final logo needed to be supplied in multiple formats to support its various applications.
Graphic Design - Cam City Rollers.
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, whilst 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 arranged to subtly resemble a roller-skate wheel, with two contrasting typefaces. A bold font was used for "Bridge City" to ensure legibility and convey an informal tone, whilst 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, the client confirmed that the club name had changed from Bridge City Rollers to Cam City Rollers and expressed a strong preference for Concept 3. Whilst 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.
As the founder and lead guitarist of Slow Mojo, a blues-funk band that performed at many iconic venues across London, I took on the design of the band's visual identity as a personal project. The logo needed to work across social media, merchandise, gig promotion, and a large flag used as a stage backdrop, and had to be bold, distinctive, and instantly recognisable to both promoters and audiences.
Graphic Design - Slow Mojo.
The logo took the form of a roundel built from concentric circles, with a dotted line detail adding texture around the outer edge. To pay homage to the artists who inspired the band, a hippie-influenced typeface was introduced and masked within the logo's borders. The design received unanimous approval from the band and was subsequently rolled out across social channels, gig posters, streaming profiles, and music releases, often paired with bespoke artwork created for each release.
For our performance at Kendal Calling festival, I created a psychedelic colourway of the logo, used on the stage backdrop flag and printed on festival merchandise. The logo continued to evolve across our releases; Universe saw multiple colourways, masks, and geometric forms combined to create an interstellar aesthetic, whilst Isabella and Bounce adopted a stripped-back monochrome version alongside photography and typography chosen to complement the logo's typeface. For the EP featuring Riffin' A, D.M.T. Woman, and Your Freedom, the expanded colourway returned with the roundel reimagined as a dreamcatcher motif, reflecting the themes of dreams and spirituality woven through the music.
As a final and unexpected highlight, the Slow Mojo logo was even immortalised as a fan tattoo; a genuine, personal 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