Project Overview: The Lovepost brand refresh

Client: The Lovepost Global (Brand Design Case Study)
Focus Areas: Re-imagine logo and typeface

The Lovepost Global, a progressive, science based news publication is a gem among News resources. I began working with The Lovepost in 2020, as an Editorial Illustrator, and then hired to re-imagine the logo. The Editor and Team wanted a logo that would work in various mediums and be simple yet unique. Keeping the platform’s humanitarian spirit, and maintaining the original logo’s shape as a human heart is a fun challenge. Although due to budget and manpower, the Lovepost has not yet launched this full re-brand, they are taking steps to alternate to the new look in 2025.

original logo:

INITIAL THUMBNAILS

INITIAL THUMBNAILS

The Challenge

Creating a fresh, bold new logo while retaining the initial visual elements.

Key Issues Identified:

  • Modernized logo with similar features- must look new but not change too drastically

  • Conveying the direction of the design challenges to the Editorial Team, a group who are endearingly quick solution-driven

  • Adhering to orginal brand guidelines, ie: logo color, keep the logo a human heart

After first review of the initial logo thumbnails, the Editorial Team came up with some inspiration for the mark: a braided river. The Lovepost is fiercely science driven and a recent article on the study of human evolution created a metaphor with the characteristics of a braided river: all human kind started in one area and wove an intricate pattern into other parts of the world and flowed as one to create who we are as humans now. Quite a beautiful comparison and an inspiring direction to take the logo. Now, with the braided river as a template, I imagined it within the shape of the human heart.

Braided River Sketches:

Braided River Roughs:

The Strategy

1 braided river Concept

  • Research and read about the theory of braided rivers in relation to early humanity

  • Investigate photos of braided rivers for visual inspiration

  • Strategize creatively encorporating braided river lines into human heart logo shape

2 visual refresh, not re-do

  • Ensure logo mark remains the human heart shape but embrace freedom to create a more abstract version

  • Meticulous attention to detail on color code

  • Fashion a typeface that modernizes the mark but fits into the Editorial look