In the previous issue,
DG introduced readers to Bead
Girls Jewelry, makers of handcrafted, original jewelry.
Throughout 2007, we’ ll cover the making of a new
logo, a website, collateral materials and more.
Shari Lorbiecki and Lisah Vander Heiden, the
owners of Bead Girls Jewelry, shared with DG what
they like in a logo, their design ideas and color
choices as well as the message they want to convey
for their business. The pair’s business is profitable,
but what they really want is an identity that will help
boost them into a higher price point in the beaded
DG art director Sam Berkes says, “Our original
thoughts were to create something elegant that
relayed the message of importance and wealth, but at
the same time grounded itself in order to appeal to
a wide audience. We didn’t want the logo to peg the
Bead Girls as selling cheap frilly jewelry, but we also
wanted to show that their merchandise is available to
anyone who wants it.” Bead Girls also need a look
that will help distinguish them from the myriad of
competitors in the market.
Initial suggestions from Bead Girls included a
logo with an illustration depicting two women. Berkes
generated a number of logos using various female
illustrations. “We received conflicting comments,”
says Lorbiecki, “when we showed family, friends and
coworkers the initial logos. Comments included: very
Barnum and Bailey, looks like a doily, elegant, retro,
looks like a flapper from the ’20s, June Cleaver, Mrs.
Munster and old-fashioned.”
After round one of the logos, Bead Girls suggested
“a little more Audrey Hepburn goes shopping.”
However, after several more rounds of
concepts, Bead Girls dismissed the illustrations as an
option at all, feeling any female illustration would
limit the range of ages that could be appealed to.
Instead, they suggested a simple logo incorporating
scrollwork. Various scrollwork designs were presented
and eventually Berkes found one with the right fit for the logo.
The font Aeneas Light was selected for the
logotype design. It’s a nice match to the scroll
design ultimately paired with it, as it’s elegant, yet
sturdy. When viewed in smaller applications, the
type is easily legible—a concern that was emphasized
throughout the design process—on business
cards, packaging and letterhead.
The color themes considered were brown/pink
and burgundy/turquoise. PMS 511, a dark burgundy
color, was chosen for the final logo. A warm
tone seemed to provide the logo with strength and
importance. The combination of elements reinforces
that Bead Girls Jewelry is a modern and elegant
company producing high quality beaded jewelry.
Throughout the logo selection process, cost
factors were considered. Each of the female illustrations
retail for around $100 for a low-resolution
version—well-within Bead Girls’ budget. To obtain
the royalty-free scrollwork, Bead Girls purchased a
one-month subscription to Shutterstock for $159.
Berkes spent 20 hours on logo concepts and designs,
roughly totaling $1600 for his time.
This year-long department One Business, One
Plan takes a break for our June/July Makeovers
annual, but stay tuned for the Aug/Sep issue, in
which we present a website design for Bead Girls
Jewelry, as well as compare costs for a variety of site
capabilities and functionality.