kanoosh.art - SAMMER LOGO DESIGN

The client’s previous logo featured their name set in Futura PT Bold a strong, clean typeface, but one that lacked the distinctive character they were seeking. From the outset, the client had a clear and ambitious vision. They wanted a logo that not only had a unique visual shape but also translated well into motion graphics, giving it versatility across both static and animated formats.

What stood out to me early in the process was the natural rhythm and repetition within the client’s name particularly the mirrored patterns in letter groupings like “ANAN” and “EE.” These repetitions had the potential to form compelling graphic structures, and I saw an opportunity to build something dynamic from these forms it was just a matter of exploring the right visual approach.

After aligning on a clear direction through a curated moodboard, I began developing initial logo concepts, drawing inspiration from both the client’s ideas and the visual cues found within the typography of their name.

The image above represents an early-stage sketch where I began experimenting freely with shapes, breaking down familiar forms and reconstructing them into something new and visually engaging. At this stage, I was focused on exploring possibilities. Playing with symmetry, negative space, and structural balance to see what unique marks could emerge from the client's name.

Throughout this creative process, I also kept in mind a key requirement: the final logo would eventually be animated. This meant every concept needed to remain clean and manageable in motion. Overly complex or conflicting elements can become visually chaotic when animated, so I intentionally designed with motion simplicity in mind, striking a balance between creativity and functionality.

After discussing the overall direction of the brand, the client and I agreed to simplify the name from "SAMEER ANAND" to just "SAMEER." This change aligned with the clean, modern aesthetic the client was aiming for and allowed the brand to feel more confident and streamlined.

With the new name in place, I revisited the design direction and began exploring refined shapes and compositions built around the word "SAMEER." I was particularly drawn to the repeated "EE" in the name. It presented a unique opportunity to craft a visually interesting motif that could double as both a design feature and a motion element.

Several experimental variations were created, but one design specifically the second concept stood out to both myself and the client. It captured the clean, modern energy we were aiming for while offering a distinct identity. With the client's approval, we moved forward with that version as the foundation of the final logo.

The next step was to seamlessly integrate the chosen graphic element into the full brand mark and prepare it for use across both static and motion-based platforms.

When I first applied the "EE" graphic directly onto the existing logo, it felt visually disconnected and out of place. Rather than forcing it to fit, I took a step back and redesigned the overall logo structure to better complement and integrate the graphic. By adjusting the layout and proportions around the "EE" element, the final composition felt much more cohesive, balanced, and visually compelling.

To ensure the logo felt unified and intentional, I treated each word as its own unique shape, carefully aligning them along a consistent baseline and visual rhythm. This attention to spacing, proportion, and alignment helped bring all the elements together into one cohesive, well-balanced logo that reads clearly while maintaining its distinct character.

With the final logo locked in, I brought the design into After Effects to begin the motion graphics phase. This particular project proved to be one of the most challenging motion sequences I’ve worked on. Mainly due to the complexity and uniqueness of the “EE” graphic. Animating it in a way that felt natural, engaging, and on-brand pushed me to think creatively and technically.

Despite the challenge, the process was incredibly rewarding. I explored multiple animation styles, refining the motion to enhance the visual rhythm of the logo without overwhelming it. I presented two final motion concepts to the client, each with a distinct feel and pacing. After reviewing both, the client selected the second option, which best aligned with the tone and energy of the brand.

Option 1

Option 2