JS Design
For this project, I had the opportunity to rebrand Jelger Sieler Design after Jelger reached out to me seeing my previous project, CD Brand. His website and 3D-printing business needed a modern, clean identity that aligned perfectly with my design style. This made the project a great creative fit and one of my favorite projects to date.
About the project
Jelger approached me to help create a new logo and brand identity as he was merging his 3D-printing and web design businesses. He wanted a clean, modern, and recognizable logo that could also be used for engraving on his 3D-printed products. After discussing his vision and the direction he wanted to take, I started researching similar projects to gather inspiration. I then began sketching different ideas, exploring shapes and concepts that could represent both sides of his business. From these initial sketches, I selected the three concepts I found most promising to develop further and present to Jelger.
Something’s off
After some discussion and a few adjustments, we selected a design, but something still felt off. We knew something was missing, but couldn't quite figure out what. Then Jelger suggested rotating the logo by around 35 degrees, and suddenly everything fell into place. The same shape took on a completely different and more distinctive appearance. I developed the concept further in black and white, starting with the icon before using it as the foundation for a clean, cohesive full logo.
The colors
After finalizing the logo in black and white, I started exploring colors for the new brand identity. Jelger wanted to keep his monochromatic aqua-blue palette to keep the brand recognizable to existing clients. Rather than changing everything, I focused on finding a complementary accent color. To represent his three disciplines: 3D printing, design, and storytelling. I developed a palette combining his existing blue tones with vibrant pink and soft white and black variations for different backgrounds. I also created a gradient that symbolizes the blending of his three disciplines into one cohesive brand.
