Lucky Day Potions Logo

For this project, I designed a logo for an imaginary ecommerce website that sells potions that have mildly convenient magical effects, such as keeping your shoes tied for the day or making your eyes temporarily a different color. I wanted the logo to have a fun, fantasy feel, and I was inspired by emblem-style coffee shop logos.

A circular emblem logo that reads "Lucky Day Potions". The text is arcing above and below a digital illustration of an abstracted four leaf clover.

Process:

Font and Color

I selected colors that related to the ‘lucky’ branding of the website, plus some contrasting colors for variety. Green is classically associated with luck, and purple is often associated with magic. I also selected a variety of fonts to try out.
On the left, 7 bars of color, from deeper to brighter fresh green, and three pinkish purples. On the right, 8 different lines that read "lucky day potions", each in a different font.

Hand Sketches

I completed roughly 30 logo sketches and selected 20 of the ones that seemed to be working best.
A grid of 20 thumbnail pencil sketches of a logo that reads "Lucky Day Potions".

Logo Varieties

I created 20 digital drafts of different logo concepts, exploring under 9 broader ideas. I was aiming to create an emblem-style logo, but wanted to explore different shape language.
A grid of 20 digital thumbnail drafts of a logo that reads "lucky day potions". They all share the same color scheme, fresh greens and some purple. They are emblem style logos.
A mockup image of a green cardboard box on a green background. The front of the box has an emblem logo that reads "Lucky Day Potions".
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