After working in the footwear industry for a handful of years, in 2014 I took a year off to volunteer in Peru. It was during this time when I came up with the idea for Art and Sole. While sitting in a cafe one day in Cusco, I dreamt up the concept of building a beautiful studio space that brought like minded people together to connect, create and collaborate.
Over the years, I have often thought back to my University days... The years where we would work day and night in the sewing labs. After graduating, I really missed making things by hand and being surrounded by other inspiring designers and artists.
After a bit of soul searching, I realized that what I was really longing for was a sense of community and connection again. So as the famous saying goes, “If you build it, they will come".
I started brainstorming names and eventually landed on Art and Sole. At first I wasn’t sure if it was too cheesy but after running it by a few friends and family I was encouraged to stick with it. Everyone seemed to really enjoy the play on words!
Over time I started to feel like the name Art and Sole really represented my values and personality. I am a passionate person that will put their whole heart and soul into a mission if it is something I feel connected to and/or really believe in. So once I finally settled on the name, I started to play around with fonts in Illustrator and this was what I came up with!
The original logo was a mix of fancy fonts and served the studio just fine but after 6 years of being in business it was time for an upgrade. The new logo I have come up with is much more refined and intentional. For the new and improved logo, I decided to alter the proportions, tweak the fonts and swap out the letter “L” for our new little “sole” icon.
official NEW LOGO
I had been trying to come up with an idea for an icon since the initial launch of the studio but couldn't think of anything that felt right and wasn't until I found one of my childhood art projects where I had an epiphany.
Remember that "Name Art" project in grade school? You know, the one where you had to draw each letter of your name with pictures of your favourite things!
That concept inspired me to start playing around with the letters within Art and Sole. I tried turning the letters into shoes, tools and other objects which then evolved into this abstract heart and sole silhouette that mimics an outsell silhouette a shoe. I mean, who doesn't love a visual pun... Am I right?
These are the logos that didn't make the cut...
It is always fun to look back on the process. No matter what you are designing, the process is always an evolution. It requireS several sketches, thumbnails, drafts and/or prototypes before landing on that perfect final product!