Desired tone: Creative, quirky, joyful, homemade, comforting, approachable, feminine, playful, optimistic, and loving.
Creative considerations: Client likes asymmetry and clever logos; loves color, but wants logo to reduce easily to black & white; loves swashy, swirly fonts rich with movement.
Rationale: Full script and accompanying monogram. While this concept is dynamic and expressive, the real beauty of this design lies in its versatility of application. Stylistically rooted in artisan craftsmanship, it can be painted or written in pencil, pen, Sharpie, or cake piping, or it can be letterpressed, stamped, or silk screened. I would encourage my client to learn how to write both the full script and monogram, so she can actively participate in this identity's propagation in her own hand.
Logo employs a hidden element. Do you see it?
Above process image shows inspiration, sketches, and various electronic executions.