Moriarty

MORIARTY

- OWN BRANDING PROJECT -

The Moriarty project is about self-branding my alter ego designer "Moriarty". I realized that as Luka Marinković I would have a hard time breaking into the world of design. Over the years I have found my qualities and flaws as well as the interests that led me to the name Moriarty. The name itself doesn't mean much, but after watching the "Sherlock" series, I started watching the name from a different perspective. From a simple nickname I came to my own Napoleon of crime. After that, the name took new meaning in terms of creative chaos and tendency to break the rules of design and bring something new to this community.

At first I wanted my logo to be in black script or maybe even in handwriting style, but with further thought I decided to try something simply recognizable, and yet new and unknown.

And my design process went like this :

First I made a couple of sketches that would fit what I wanted, then I chose the best one and continued to work on it.

After the final sketch and everything, I had to put the logo in the boxes to see if they would fit the internet standards for icons.

When I realized that I was happy with the current logo, I started making typography for my logo.

My first font that I found for typography of the logo was CopaseticNF which is in fact royalty free. I tweaked it in some way and made my logo bolder so it would fit whit logo.

After I had finished the font, I had to check if it would be good in all sizes and all surfaces. As they say, if it fits on black and white it fits on everything.

After all, we had to come up with colors as well. I chose some of the colors that pleased my eye at the time and, if necessary, combined them, adjusted them, added lighter shades of the same color and many things that can be seen in the examples.

I used the same or similar colors to check the look of the logo itself as an icon. The logo in most cases in my subjective opinion looked phenomenal and strong despite some lighter colors.