I just finished this logo and brand board for a postpartum doula. This was a really fun project for me, because the client and I were definitely on the same page style-wise. She had a great Pinterest board with fun, bright, and upbeat color combinations, and favored monoline, swirly, hand written logos. She also loved the faux gold effect and wanted an illustration of a stroller - all things I was happy to do! It's so nice when a client has such good taste!
Above is just one of the many pages of sketching and ideation I went through to figure out the lettering - working through how the letters fit together and lead into each other, how swirly and loose they should be, how slanted, whether the baseline should vary, etc.
We had to strike the right balance between "baby" and upscale (New York City) mom. We also liked the idea of the lettering appearing like it was strolling along on the page - carefree and light and fun and sweet. We went through a few iterations of the logo design to get there - below are the four options we started with. We ended up choosing the bottom right lettering, but with the stroller on the side.
I always start by doing the logo in black and white. I find it helpful to focus on a single design element at a time: first the shape and composition, and then later the color, pattern, and texture. I really love how this logo turned out, and I can't wait to see where she takes her company!