"A sewing machine, drawn in one line."
A memorable logo for a local women's boutique — with the type and colour system built around it for this portfolio.
Jayani's is a local women's boutique doing custom stitching. They wanted one thing: a logo people would remember.
As with Baby Bears, only the mark was commissioned. The typeface pairing, palette and usage rules shown here were authored for this portfolio to demonstrate the system the mark implies.
Boutique logos in this category are almost always a needle, a thread swirl, or a dress silhouette in a script. Memorable means not doing that.
It also had to work as a stamp — on a swing tag, a dust bag, a shopfront and a WhatsApp profile picture.
The mark is a sewing machine drawn as a single continuous line, with the boutique's name in a signature script sitting under it inside a roundel. It behaves like a seal, which is why it stamps well onto anything.
The palette rotates by season — iris, mustard, rose — with the roundel keeping the composition fixed. For type: Cormorant Garamond for headlines, because it has the warmth of old tailoring, and Jost for prices and sizing where nothing should be fussy.