✰ DESIGN PROCESS ✰

P/S: SOME OF THE PICTURE NEED TO BE CLICKED TO READ DETAIL AND CLEAR INFORMATION, THANK YOU !
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CONCEPT & INSPIRATION: ⛛

The concept and inspiration for this logo design were developed through a combination of visual research and personal influence. Initially, various references were collected from platforms like Pinterest to explore different styles of florist logos, floral illustrations, and overall visual identities. This research helped identify common design elements in florist branding, particularly those that convey elegance, softness, and a premium feel.

In addition to online research, visits to several flower shops were conducted to observe how florist brands present themselves in real-life settings. Store signage, packaging, and logo applications were examined to understand how floral brands communicate their identity to customers. Existing florist logos were also analyzed to identify effective design approaches, such as the use of floral motifs, ornamental frames, and elegant typography.

The brand name Daiana was inspired by the designer’s own name, Diyana. While searching for inspiration on Pinterest, the name “Daiana” appeared and stood out due to its soft and elegant sound. It was chosen for its reflection of femininity and sophistication, making it suitable for a premium florist brand. This personal connection helped strengthen the brand identity and added meaningful value to the overall design concept.

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STORYBOARD: ⛛






The mood board for the Daiana brand was created to visually express the elegance, femininity, and timeless quality of a premium florist. It features delicate line art floral illustrations and feminine face sketches, which represent natural beauty, softness, and artistic refinement. The use of circular and ornamental frames symbolizes harmony, unity, and completeness, reinforcing the idea of balance and sophistication within the brand identity. The selected colour palette consists of black, deep navy blue, and soft neutral beige tones. Black conveys elegance and luxury, while navy blue adds depth and a sense of professionalism. The neutral tones soften the overall look, creating a calm and natural feel that reflects the beauty of flowers. Minimalist line drawings and subtle floral elements help maintain a clean and refined aesthetic, ensuring the brand feels modern yet timeless. Overall, the mood board serves as a visual guide for the Daiana brand, capturing a graceful, feminine, and premium atmosphere that aligns with the values of a high-end florist.

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SKETCHES: ⛛

        


The sketching and design exploration stage allowed the Daiana logo ideas to develop through experimentation and refinement. Several hand drawn sketches were created to explore different compositions, illustration styles, and typography, helping to translate the initial concept and mood board into clearer design directions.

The first sketch focused on a simple circular layout with floral elements to establish the basic structure and text arrangement. Although clean and balanced, it lacked a strong visual character for a premium florist brand. The second sketch introduced more detailed floral illustrations and a feminine line-art face to create a softer and more expressive look, but the composition still required further refinement.

The third sketch was developed as a refinement of the earlier explorations and was ultimately selected as the final direction. This design features a line art illustration that seamlessly combines a feminine face with floral elements. This approach allowed the designer to apply line art techniques learned in the course syllabus, translating theoretical knowledge into a practical branding project. The use of clean, continuous lines gives the logo a refined and elegant appearance, reinforcing the brand’s feminine and premium identity.

Script style typography was chosen for the brand name “Daiana” to enhance its softness and elegance, while supporting text was thoughtfully arranged within the circular frame to ensure clarity and visual balance. Compared to the earlier sketches, this version achieves a stronger sense of harmony, focus, and overall refinement. For these reasons, it was selected as the final sketch and later served as the reference for digital tracing and further refinement in Adobe Illustrator.










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