Does a logo NEED to show what the business does? 🤔 I’m taking you through a recent rebrand project I did for an event decorating business. They were having a few challenges with their old logo ~ it didn’t really resonate with what they did, it was way too thin, and was hard to scale. The Double Happiness Co. also felt like their branding didn’t reflect where they are today. During our brand strategy call, they emphasized wanting the logo to evoke feelings of joy, love, and happiness. I made over 100 sketches and landed on a solution that blends a heart, a spark, and a smiley face while still carrying the thoughtfulness, intentionality, and care they provide. I paired it with a slab serif that wasn’t too thick or thin and didn’t lean into the typical wedding or old-money vibe they wanted to avoid. There was a fine balance to strike between young and playful, yet mature and elegant. The color palette is a mix of reds, pinks, and warm neutrals to keep everything feeling warm, cultur...