Adobe Illustrator

Logo Development

This was one of my first projects in the Graphic Communication program at California Polytechnic University, San Luis Obispo. It was an early introduction to logo design and brand development. The goal was to create a logo for a fictional company, applying foundational design principles while learning professional workflows and software techniques. I decided on the fictitious company "Stone Summit Supply," which sells a variety of rock climbing gear.

Linkedin Learning Course

To support this project, I completed the LinkedIn Learning course Creating and Adapting a Logo by Deke McClelland. Through this course, I developed a stronger understanding of logo concept development, vector design, and brand adaptability. I learned how to create designs that function across sizes and formats and think strategically about how a logo lives within a brand system. I then applied those lessons directly to create this fictional company identity.

Concept Development

I began the project by developing a moodboard and clearly defining the client’s objectives. Because a logo serves as an extension of a company, it must visually communicate and align with its core mission and values.

The client objectives here are adventure, advancement of skills, and safety and reliability

Initial Sketches

Before moving into Illustrator, I explored any initial ideas I had to quickly experiment with form, composition, and concept. This stage allowed me to focus on shape and symbolism and refine the carabiner concept before translating it into vector form.

Illustrator Developement

With my sketches and reference images as guides, I refined my concepts directly in vector format. This process involved shaping custom forms, converting text to outlines to redefine its shape, and refining proportion and alignment. All of which strengthened my understanding of vector construction and scalability.

Typeface: Arboria Black

I adjusted the shape of certain letters to create a visual element within white space.

After playing with color and alignment within this logo, this is the final design I exported from Adobe Illustrator.

Photorealism in Photoshop

For the final iteration, I brought the logo into Photoshop to add dimensional detail. I used an image of a rockface to create texture within the carabiner form and add visual depth.