The Calla Lynne logo was designed to evoke a sense of modernity, classic sophistication, and boldness in a clean, simple way. Typefaces were combined the way a fashion blogger might piece together an outfit, and the calla lily image was incorporated to acknowledge the significance of the flower to the client's brand and blog title. The varying line weight and sense of motion in the calla lily is intended to bring balance to the different typefaces, along with a sense of femininity.
Various ideas were presented initially to account for the possibility of square and rectangular logo configurations and discover the right balance between different typefaces. Different styles were explored for the calla lily to illustrate how each style might pair with the text. Versions of the final logo with a slightly different calla lily were created to show the client what could be done with leaf forms added to the flower.