A moving target

Raison d'être

A sophisticated but playful logo. Classic elements created and gestured into a fresh distinctive moving form, reflecting more of an attitude than a specific style. The flowing organic elegant shape of the flourish contrasts nicely against the fitted structured typestyle, creating a pleasing visual balance while providing an understated strength.

The soft light warm colours impart a calm and a light sensitive touch.

This logo is an arrangement of squares arranged to play off one another creating similar shapes and proportions including the initials LT. The entire balanced design creates a downward diagonal movement allowing the viewers eye easily to the business name. A simple shape of a square made interesting and engaging, presenting a crisp confident marketing image.


The design process begins with listening. It's the foundation to building a criteria to develop an honest image for the client. In turn communicating their authentic values and connecting with their desired market.

On very rare occasions, the client's mindset shifts from the initial consultation to the finished design. This was one of those occasions.

This client described the philosophical cornerstone of her decorating business as "helping people to live more beautifully". She desired a sophisticated and distinctive image that reflected her own eclectic tastes. Her work appeared to be a classic, quiet and subtle form, with arrangements of vignettes accented with natural elements.

When presented with the logo (bellow) she said it looked like a logo for a house painter or magician ..(?) The logo would be fitting for some one with blonde hair, lots of jewelry and big boobs ..(??)

I was informed at this time she detested organic lines and the colour blue and was all about linear shapes with hard edges. She did however love the organic shiatsu logo (below).

I decided to reload with the new "hard and linear" criteria wich was turned down as "not up to standard".

Did I miss? ...Was there ever a target. ....(?)