Brand Identity / Personal Project / Iteration / Systems Thinking
Personal Brand
Evolution of a Mark
A brand that grows with me
A personal brand is never really finished. It shifts as you do.
This project traces that shift: from an early identity built on sharp edges and bright accents, to a quieter, more fluid mark that feels like who I am now.
2023
2026
The first logo reflected who I was as a designer just starting out. Sharp edges, clean geometry, and a bright turquoise accent meant to signal creativity and clarity.
It had purpose. It had energy. But over time, it started to feel like something I was wearing, not something I was.
The old system
The original brand was built around Karla, a clean and approachable typeface, and a palette anchored by bright turquoise against black and white.
Clear space rules, misuse examples, and applications were all documented.
The new logo is something else entirely. No sharp angles. No rigid geometry. Just letters that feel like they're in motion, but never in a hurry.
It's designed to be considerate. Easy on the eyes. Adaptable to context. Quietly confident. The mark doesn't demand attention, it earns it, by feeling like it belongs wherever it lands.
A new palette
Primary purple is now the main event. It's creative, warm, unmistakably personal. It's supported by pure black for grounding, pure white for breathing room, deep navy for quiet depth, and soft sage for unexpected warmth.
Typography: DM Sans
DM Sans replaced Karla. It's clean, modern, and quietly confident, like the work itself. It balances geometric structure with humanist warmth, making it readable at any size and approachable in any context.
DM Sans doesn't shout. It shows up, says what it needs to say, and leaves room for the reader.
What stayed the same
Some things didn't change. The belief in systems. The attention to clear space and misuse. The idea that a brand should be flexible but never sloppy.
The new guidelines still include safezones, color rules, and misuse examples. Because even a fluid mark needs structure.
