An ongoing graphic/product design project.

Project overview.

An ongoing, very open ended project, where I create or get suggested, fictitious companies and assign them traits, cultures, and values. For each company, I then seek to design a logo that best represents the companies’ individuality and purpose.

This project aims to develop my design empathy - a user-centered design approach that pays attention to the client's feelings and emotions. This project helps to foster my ability approaching design from a growth mindset…understanding that creativity and innovation are sometimes a gradual, evolutionary process that requires patience and keen awareness. I love the buildup of energy and connection that occurs throughout this progression.

Below you can find the company logos I have designed along with their attributes and some design notes. I will upload new logos as I finalize them.


Isaiah Duck

I believe everyone is a product. People interact with you every day, and you invoke feelings and emotions wherever you go. For my personal logo I wanted to design something that best visualizes my character - a self portrait.

First, I wanted my logo to be mono-color, yet dynamic, and easily recognizable no matter the size. So I decided with a singular black square-esque shape against a white background. 

If you haven't checked out my about page, it will make more sense. But my personality is two sided: the coder and designer. The cold logician and the empathetic creator. To symbolize this connected, yet dueling personality, I took the outer stroke of an angular box and shaved off two soft, clean diagonal corners. The remaining angular corners represent the binary logical nature of me, the soft rounded corners represent the amiable designer in me. However, inside of all outer corners is a rounded stroke, to symbolize the empathetical foundation that should be present in all pursuits of my work.

Together they encapsulate my initials…my identity. An angular typeface, merged from rectangular blocks, symbolizing the ground-up approach I have to product development.


Yellow Records

Yellow Records is a record company that primarily looks for indie rock bands to sponsor. The owner, is a happy-go-lucky, energetic fella, that looks for artists and bands that, similar to his personality, promote cheerful, laid-back, carefree melodies.

To begin, the primary color I chose is yellow, not only because of the name, but the color invokes emotions of nostalgia, happiness, and good ole’ summer days. Exactly what the company is looking for in their clients.

The three circles represent turning records on a turntable, I included an angular gradient fill to represent movement of the circles. They all interlock and create a negative space for the character ‘Y’ for Yellow Records. The typeface is soft, thin, and modern with rounded corners to remove all edgy (literally and metaphorically) aspects of the logo. 

The simplicity and refreshing feel of the logo makes the company stand out amount other big-player record logos (see: Def Jam, EMI).



No matter who you are, when you are scarfing down a warm brownie sundae on a hot summer day, it makes you feel like a kid again. That’s the feeling Melk is aiming invoke that sensation of the sentimental desert shop. They want to retain that evocative feel, yet have a modern edge to them. In a landscape of commercial Dairy Queens, they want to stand out by providing customers with only local, natural, and organic ingredients in their ice cream.

I made the primary milk carton shape angular and blocky, yet aimlessly dispersed to push the bounds of a minimalistic rendition. The fill of the shape's black on white background aims to mimic a cow’s black/white pattern - a reference to Melk's natural sourcing of ingredients. The carefree nature of the carton's strokes also symbolize that child-like feeling Melk wants their customers to feel, while fostering a modern edge. The font type is sleek and modern, with a light blue fill to invoke that ‘ice-cold’, refreshing feeling.


Inertia Research

In an alternate universe, instead of SpaceX, they have Inertia Research. Inertia’s mission is to push the human race to the bounds of space. Their company culture is rigid, demanding, and cutthroat…yet highly rewarding. They will stop at nothing to accomplish their goal.

The black/white, binary, color scheme I have chosen represents the nature of their research: cold-hard science. The positioning of graphic elements is also very deliberate. The two black crescents represent the inertia produced from the developments of Inertia Research, positioned toward the white crescent, symbolizing the outline of an undiscovered planet. The combination of the background and foreground black crescents shows that Inertia’s research will not only put the human race on a planet, it will go beyond.

Since this logo will also be displayed on massive rockets, I created it to emanate a sense of righteousness, trustworthiness, and admiralty for people to look towards. 



Temper is a new kitchen endeavor by the former sous chef of Eleven Madison Park. He prides himself in the farm-to-table mentality, using natural and locally sourced ingredients. Known for his aggressive, demanding, yet empathetic personality, he’s commissioned me to create a logo that best fits his mentality and restaurant.

First, let’s talk about the splotchy, sketch like pattern. In nature there are no perfectly designed lines…neither are there in this logo. This inky, almost effortless looking, feel gives the logo an unadulterated look - nothing artificial is here. This, in combination with the dark plum color, symbolizes a natural, organic feel, while still maintaining the stoic, serious nature of the chef. 

The arrangement of patterns is composed of two components. The first being the ‘T’ character in the center portion, symbolizing Temper. The second component being the facial pattern complementing the ‘T’. The two dots surrounding the 'T' illustrate eyes; reinforcing the empathic, humane, nature of the chef and food.