Brief and answer: Design a fresh logo for Lorna Fine Custom Cards to represent an established hand-made card designer reaching out to a wider audience, establishing the name as part of the brief. It should ensure the maker is put at the forefront, be clear and modern yet include a hint of the lacy-aspect of her intricate designs, and also work alongside 3D layers and unusual-opening cards. The name had to fit within the 21 character limit in Etsy and convey everything the cards were about; ‘fine’ for intricate details and fine finishes, ‘custom’ because cards can be ordered from scratch. ‘Lorna’ took centre stage in a sans serif font, the flower as the ‘o’ for intricacy also had a rotational symmetry. The client chose a shade of purple for the logo from a palette I created, inspired by her card designs that use a lot of pastels. I designed an email signature, an Etsy shop banner, a Facebook cover banner as part of the suite. To help promotion, I suggested a circle sticker with the logo and url for the backs of cards so the recipient would be reminded who made it. She is now getting international orders as well as her regular customers.