Ames doesn’t typically do a formal sketch phase, rather he doodles until he hits something he likes. Here he created doodles based on Irish mandalas and Celtic knot work designs he researched.
Jerron Ames, based in Farmington, Utah, has been designing logos for more than ten years. His organic, nature inspired style has gained him clients from as far away as South Africa and London. “I love nature and the outdoors, and I care about the environment, so if I get to design logos with plants, trees, and mountains, I am in heaven. Fortunately for me, people recognize that in my portfolio and then that generates more projects requiring nature themes,” he says.
Of course, his yoga instructor client only had to look across the dinner table to find him. His wife, Tiffany Ames, is the founder of BloomInYoga, and she wanted to expand her business and polish her brand. “As someone of Irish decent, she had a desire for a hint of Celtic knot work combined with a Hindu mandala style design, but most importantly conveying a feeling of nature, organic growth and flowering,” Ames explains. “A continuous line drawing was also suggested to convey no beginning and no end. The ultimate result for the logo was to resemble a flower or a bloom, while avoiding anything too feminine because of the variety of her students, both male and female.”
He studied mandalas and knot work designs, noting the many possibilities, but he quickly realized it would be easy to get caught up in the myriad details associated with these symbols, so he reigned himself in, focusing on the flower aspect. Doodling on a piece of paper, Ames found a style he liked and shared with his wife, who had some minor tweaks.
Ames doesn’t typically do a formal sketch phase, rather he doodles until he hits something he likes. Here he created doodles based on Irish mandalas and Celtic knot work designs he researched.
“The desired colors were greens, but I ended up adding some gold for contrast and interest; I then picked a complementary typeface with slight customization, and we are both thrilled with the end result, which in and of itself is a beautiful thing.”
—Jerron Ames
This early sketch wasn’t quite hitting the right note for the client. “The leaves around the design were too detailed and unnecessary, taking focus away from the bloom. This type of design should eventually take your focus to the center, which in this early version was completely uninteresting, so I added a small flower shape to the center of the final version,” he says.
The final logo was an exercise in restraint. Ames was able to capture a flower in a mandala style that doesn’t come off as too feminine, and the gold nicely complements the green, capturing just the right Celtic tone.
Sarah Peters is a massage therapist primarily working with children and infants. She wanted a logo with various colors, but not too colorful, as well as something a child may relate to. She wanted to avoid the typical abstract person giving or receiving a massage, and she was only interested in a hand or hands if it was done in a way that is original and relevant. I drew a palm and saw that I could incorporate a flower into the center. The client actually suggested the font style and it ended up looking very nice with the icon.
Coveted Seeds sells ultrapremium cannabis seeds. The client wanted a high-end feel and was struggling with a way to show coveted in a logo. I suggested using a hand in the logo reaching for or holding up the seed as if it is something rare and very desirable. I also worked in an abundance of leaves and vines showing the potential of the seed.
The Montpellier Psychotherapy Practice, located in London, provides high quality professional psychotherapy to its patients. This client came to me because of my organic, abstract and somewhat detailed design style. He specifically wanted to bring the calming and healing aspects of water and nature into the logo. I created a design of a flower being fed by water to show growth and development.
Kukuá is a learner placement organization in South Africa that helps qualified undergraduates and further education and training (FET) learners find internships or job placements in South Africa and abroad. They liked the idea of a tree to show growth, and we both liked the idea of a tree growing beyond a boundary to further it’s potential.
Founded in 2012, this premiere event producer and promoter in the Snohomish County Washington region hosts scenic marathons such as the Snohomish River Run, Snohomish Women’s Run, and the Everett Half. Wanting to promote the scenic routes, it was a must to have landscape elements incorporated into the logos such as the river, mountains and the sea.
Although this didn’t end up as the final logo for Green Path Garden Supply, this was my favorite. It’s a very natural styled logo with a garden and path in the center that I think looks inviting. I then rolled up a few garden tools into the banner, making it unmistakably a garden supply store.
Nature Bag is filled with tools, seeds, toys and other things designed to teach children about nature and make them excited about the environment. Although this logo wasn’t ultimately picked, I think the fun style and concept was perfect—a plant growing out of a fun little bag without being too cartoony.
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