Dress Well Made's aesthetic is 'modern with retro flair' – it is not traditional vintage, it is quirky mid-century; playful, graphic, and colourful. Think 50s posters and sci-fi pulp fiction, but more feminine, a 'Strong Heroine' in the 'atomic' age.
Based on this 'atomic 50s’ style, as I release sewing patterns, each pattern will have a name based on celestial bodies, for example, my first pattern is 'The Andromeda'. While I don't want to overdo the atomic side, I would still like it modern, well-grounded in this century and in continuing trends such as flat design, clean lines, but I could go either way towards a strong geometric style or more organic feel like watercolour and trendy brushstrokes. I especially love mid-century, Scandinavian design I also love relief-prints and lithographic style, i.e. black line drawings over lighter solid colour background, like the 'retro-pattern' in reference files.
I have a current logo which I like, but it doesn't work very well either on web or pattern because the script font used is too small. I do love its graphic icon as it ties into the atomic 50s style and it resembles pins in a pin cushion.
!!! Note: No tropes like scissors, sewing machines or needles please. If the icon uses a sewing element, it needs to be more abstract and following the modern, retro brief. Please see references for my inspiration and my market competition. My favourites in my resources are ‘hourglass style’ image, and the Scandi-style art prints.
I would like to have a flexible logo with graphic elements (see ‘hourglass style’ image) that can be moved around depending on orientation. The logo needs to work horizontally for web navigation as well as vertically for use on sewing patterns, with something iconic for use on social media thumbnails. It needs to be readable at small sizes, so nothing too fiddly that disappears as the image gets smaller. Capitalise as Dress Well Made or dress well made. Can add 'patterns' or 'sewing patterns', if it helps balance, but is not necessary.
For brand typography, I need a logo for web and print that plays well with others. I will have a logo, a contrasting or complementary display font for the sewing pattern name, large informational titles and paragraphs, so the logo font needs to work across these different elements.
For colours, see the Brief and ‘scarf-palette’ for my preferences, but honestly, I’m open to anything modern that isn’t too masculine, monochromatic or earthy.
I will be running a follow-up contest or 1-to-1 project here for the pattern's envelope design.