In November, I met with Clair Daly to discuss her newest project, Psoriasister. Clair aimed to launch a blog to discuss the challenges that people with psoriasis face. As someone with psoriasis, Clair fully understands the struggles that those with psoriasis face. She wanted her blog to become a community for people with psoriasis, and to provide a platform to openly and honestly talk about the skin condition: turn the conversation in a positive way. She tasked me with developing a logo for her new blog.
In case you don’t know, psoriasis is a auto-immune disease that can affect the skin with raised, red, scaly patches. It is a disease linked to the immune system and is usually contracted genetically. Psoriasis flares up from triggers, and it’s when skin cells grow abnormally fast. Psoriasis can occur on different parts of the body, but it primarily shows up on the head, face, joints and skin folds. Psoriasis can not be developed upon contact with anyone that has psoriasis.
I first started to create a mood board depicting the general emotions I thought her branding should convey based on our discussion of her blog. She already wanted to use grey and yellow as two of her colors, so I used that information to build the mood board. I found imagery that focused on happiness in order to bring light and fun to a complicated topic. I then wanted to add in grey tones to add a warmth and comfort feeling to the brand.
After developing the mood board, I began iterating on different logo ideas. I was trying to focus on depicting the idea of a community, happiness, and beauty. I started to play around with different elements including a flower, a house, a feather, and other imagery. I was looking to use a handwritten-like typeface for her logo, because I felt using this style of type would drive home the brand. It needed to be fun, playful, and for it to feel personable.
After sending iterations to Clair for review, we ended up using the Psoriasister logo with the yellow rose as her main logo. The font I chose for her logo is Halga Regular. Halga fulfills my original purpose for the type, as well as adding an extra meaning; the connected characters emphasize the idea of community that Clair wants to create. The rose is to depict how the shapes psoriasis can take place, can actually be seen as something beautiful. I chose to make the rose yellow because a yellow rose stands for friendship.
After creating the main logo, I then developed alternative logos and markers. For the alternative, I LOVED the idea of shortening Psoriasister to PS - as if it’s a note from a dear friend. The markers emphasize the rose in different ways.