små are a Swedish company and are also a gender neutral brand so I have started looking into colours and other elements that adhere to this.
I began by looking at gender neutral colours that I could use within the branding of the company, as I obviously wanted to avoid blues and pinks etc.
I looked at things like Promarker's Muted Tones colour palette and thought it could be interesting to use some of the colours featured.
I then started doing some experimentation with typefaces and general designs.
I experimented with a typeface called Mr Eaves Mod OT, which I felt would be really quite suitable for the brand's logo. I liked its clean, sans-serif aesthetic and I also liked how the 'a' was single story rather than double, as it suited the Swedish theme a lot better.
I also looked at playing around with the circle/accent above the a, and seeing how I could manipulate this to create a logotype.
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