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Shaded in the Clouds — Logo Design & Brand Identity
For Shaded in the Clouds, I developed a complete visual identity designed to feel expressive, whimsical and creative while still remaining polished enough to grow with the brand.
The identity centered around a custom wordmark and cloud motif, with extensive exploration of typography, shape, line weight, color and composition. From the primary logo, I expanded the direction into a flexible visual system that could remain recognizable across digital platforms, physical products and future brand applications.
My work included:
• logo concept development and refinement;
• primary and secondary logo variations;
• custom cloud and supporting brand marks;
• color palette development;
• typography selection and hierarchy;
• alternate logo colorways;
• visual direction and brand applications;
• comprehensive brand guidelines and mockups.
The final system gave Shaded in the Clouds a distinct visual personality while providing enough structure and flexibility for the identity to evolve across future touchpoints.
beautiful work, the fonts selected look incredible with that emboss effect!
That script wordmark is beautiful. The whole system feels cohesive and easy to grow with.
Really love the cloud motif here. It feels playful without losing that polished brand feel.
whimsical is hard to pull off, this works
That script wordmark next to the more structured display lettering is a nice tension, whimsical but still grounded enough to actually scale across products. Did "Shaded in the Clouds" come from the client's name already, or did that phrase surface during the concept work?
This is such a well-resolved identity. I really like how the visual elements work together without feeling forced. There’s a strong sense of intention behind the system—great work! 👏
Such a beautiful identity! ☁️🧡 Love how you’ve balanced the whimsical personality with a polished, flexible system. The cloud motif and custom wordmark feel so distinctive and memorable. Really thoughtful work!
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New concept for the heart rate monitor app. Share your feedback 🙌
That's a very nice and clean job.
When thinking about an eyewear brand, the most obvious place to start would be the glasses themselves. For Leon Bergara, we decided to look somewhere else.
Italy was an important reference in the brief, and during the research process we came across the glass dome of Galleria Vittorio Emanuele II in Milan.
What interested us wasn’t reproducing its shape, but understanding what made it distinctive. Transparency, light, geometry and structure.
Those ideas became the starting point for the symbol.
To me, that’s what a good reference should do. It doesn’t tell you what to create. It points you in a direction and gives you space to find something of your own.
Full case: https://www.behance.net/gallery/205542723/Leon-Bergara
this logo is so beautiful, what a lovely brand identity.
