I have a new logo, and I’m giddy with excitement to share it with you this week!! My amazing logo designer and I worked closely to come up with the perfect logo for the Stephanie Scholl Events brand refresh, and I thought it would be fun to share a little bit of the behind-the-scenes process.

For a quick recap, here’s more behind my business branding.

Amanda is a close friend of my sister’s (and mine!), and she’s an incredibly talented graphic designer. I knew she’d be the perfect fit for a new logo for my wedding planning and design business. In its entirety, the entire process took about a month (not long at all!), and the whole process was just plain fun. I warned Amanda that I am a little picky, quite opinionated, and pretty specific, and she took it all in stride! Luckily, we know each other quite well, and I had a blast working with her and having her translate my vision and random ideas into one gorgeous, meaningful, unique, intentional logo that I am oh so very proud of!

I knew I really wanted my name in calligraphy, and Amanda jumped right in to that portion of my logo refresh. She warned me that she didn’t normally send someone 28 fonts to choose from (six were free fonts, and these 22 are fonts for purchase), but Amanda knew that I wanted to be really involved and thorough in the entire process. Luckily, she was so right!! I was pretty darn excited to see this file in my email, and it was really fun looking through each of these 28 fonts to narrow down and pinpoint which one reflects me and reflects my brand the best. It only took me about five minutes to decide on one, and I haven’t fluctuated since! Can you guess which of these fonts I ended up selecting? [Hint: none of the fonts in the right column even made the cut… no way!]

I have been wanting to incorporate a pineapple into my logo for almost two years, when I first seriously contemplated a wedding planning business. Needless to say, I did not (and still don’t!) have the graphic design skills to create a custom pineapple for my logo, which is why I didn’t have one in my original Stephanie Scholl Events logo. I’ll share more about the meaning behind each element of my new logo soon, but pineapples are the quintessential symbol for Southern hospitality. Here are five pineapple designs and ten rough logo sketches that Amanda free handed for me as we began to narrow down the overall design of my new logo.

I love the amazing variety and creativity that she came up with, as she really explored several different styles and designs! There were even some floral wreath options, too. Overall, though I definitely gravitated towards designs number one and two… and I think you’ll see the combination of these two reflected in my final logo!

Next up: colorized & digital versions of my logo! This is when I really, really started to see it all come together. I believe there were several happy dances happening when this file landed in my inbox! Amanda is just too good. These six designs got closer and closer to what I was imagining in my head, and I loved the variety of options, too.

Numbers 1-3 were my favorites, though I do love the “events” swooping through the pineapple of numbers four and five. And! Do you see how awesome the pineapple is that Amanda created?! Unique, original, and oh so darling!

After narrowing down these options, I knew we were closer and closer to the perfect logo. I wanted to work on the font of “events” and change up the color. The navy pictured here was a little too stark of a navy, and I wanted somewhere between a true navy and a dusty blue… yeah, I told you I was picky! (See the first image of this post for navy options.) I also wanted to ensure that it was the perfect coral color – not too red and not too orange. Amanda was amazing at reading my mind, sending over a palette of a couple color options, and tweaking things til we were both satisfied. She also added in an optional tagline for my business so that I can use that version when necessary. I even have a favicon – fancy!

I hope you enjoyed a peek into the behind-the-scenes process of designing my new Stephanie Scholl Events logo! Working with Amanda was a dream, and I had so much fun seeing it all come to life. I can’t wait to reveal the final design with you…

Part 1: My Business Branding