“A Logo Should Tell A Story In One Glance.” Unknown
“Design is Where Science and Art Break Even.” Robin Matthew
Because the principles of design remain the same across all genres, it is not surprising that fashion design and logo design have much in common. In both, the art of design involves the individual process of creativity, imagination and a point of view as well as the technical aspects of proportion, line, geometry, pattern and color theory. These common elements were very influential in the development of the Purely Personal logo — one which would both ‘tell a story at a glance’ and connect the art of fashion with the ‘science’ of visual design.
When Purely Personal launched a worldwide design contest, Federico Salomone was the clear winner. His first submission was an iconic fashion illustration of a 1950’s model whose image had a sly, sassy gleam in her eye. The image was too dated but he had captured the confidence and joy I wanted my clients to feel. As we refined the image, each iteration brought us closer to the essence and philosophy of Purely Personal: simplicity, sophistication, individuality and independence. Ultimately, a clean symbol of a couture model walking the runway emerged, her legs and shoulders in a contrapposto position, suggesting forward progression. To symbolize my belief that every woman is the star of her own runway in life and that her style emanates from within, from her heart, Federico placed a star at the center of her chest. This stylized star was further used to create a background that adds texture and depth while also referencing the warp and weft fundamental to weaving fabric, which is the foundation for clothing.
The next step was to create a tag line that succinctly expressed the purpose of Purely Personal; what Purely Personal intended to achieve for clients. I began with the word “elevate” but felt it was over used and carried the notion of added expense to “trade up.” I discovered that a tertiary meaning for elevate is to “raise the spirit.” That gave me the perfect answer! Purely Personal endeavors to use your innate sense of style to realize a higher level of self esteem and confidence – to literally raise your spirit with style.
Raise your spirit with style.
The Purely Personal logo is a visual message that combines the elements of art and science to “raise your spirit” with individual style.
