Monica Ortiz is a respected Mexican hotelier with over 20 years of experience in the field; she approached me to develop a personal brand logotype for herself to have her personal image really represent her trajectory and she was a delight to work with.
Mon was very clear on what she wanted in term of aesthetic but gave me complete creative freedom within the attributes she needed the logo to have: elegant, minimal and timelessness; which are honestly all attributes I really strive for on all the logos I create. After a short search online and after having her approve a proposed moodboard I got to work. The process was straightforward, starting with sketched iterations for the exploration phase, then moved onto refining the pieces Mon found most appealing and then finally the vectoring part. Since she agreed to a full branding design, I offered options of typography and color palettes that best fitted her personal style.
The final result was a logo that not only works for her resume but that can be used on any type of media presence, from websites to stamps and even minimal formats like her business cards.