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 thought of the idea for Art and Sole. While sitting in a cafe one day in Cusco, I came up with 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. I really missed making things by hand and being surrounded by other inspiring designers and artists.
After a bit more soul searching, I realized what I was really longing for was a sense of community and connection. 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 letting it marindate in my mind and receiving positive feedback from friends 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 represented my personality really well. I am passionate person that will put their heart and soul into a mission if it is something I feel connected to and/or really care about ;)
So once I finally settled on the name, I started to pay around with fonts in Illustrator and this was what I came up with!
The original logo served us 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 a much more refined version. 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.
I had been trying to come up with an idea for an icon ever since the launch of the studio but could never really think of anything that felt right.
It 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 of Art and Sole. I tried turning the letters into shoes and tools which then evolved into the simple sole silhouette.
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 will require several sketches, thumbnails, drafts or prototypes before landing on that perfect final product!