We’re thrilled to launch Spacious’ new brand and logo this month! Here’s the story of how our fresh identity came to be, and what it means for our future.
Our Journey
Every brand has a story, and ours began in 2016 with a simple, self-designed logo based on my name and initials (how creative). Like many entrepreneurs, I started with the basics: a DIY approach that got the job done but didn’t quite capture the vision I had for the business.
In 2019, we took our first big step forward. The business became “Spacious,” complete with a professionally designed logo from 99Designs. That clean, minimal logo served us well for five years, but looking back, it was playing it safe – professional but perhaps too sterile, missing the personality that makes our work unique.
Everything shifted when Tessa Jonson joined our team in 2023. Her exceptional graphic design talent didn’t just add new capabilities to our service offerings; it sparked a transformation in how we approach brand identity work. Together, we’ve developed a comprehensive branding process that’s already helping our clients tell their stories in more compelling ways.
The Spark
Sometimes the best ideas come from unexpected places. Last summer, we created what we thought was an exceptional logo for a client. When that concept wasn’t ultimately chosen, I half-jokingly said to Tessa, “Maybe we should use that logo for Spacious…”
That throwaway comment planted a seed. When our project load finally eased this fall, we seized the opportunity to rethink our own brand and that logo came back to our minds. But as Tessa helped me realize, logos aren’t one-size-fits-all.
The Creative Process
We quickly saw that while the logo worked brilliantly for our client’s business, it missed the mark for Spacious. However, we loved the design and decided to use it as the starting inspiration. Tessa embarked on an extensive exploration and returned with four strong directions, each with multiple variations. Through careful consideration and refinement, we narrowed it down to two stellar options.
In a very scientific process (kidding), I printed both finalists and put them on my fridge. As someone who guides clients through these decisions regularly, I found myself in their shoes – surprisingly attached to both options and struggling to make the final call. It was a humbling reminder of why our clients sometimes freeze at this crucial moment, even after being confident and decisive throughout the process.
But deadlines have a way of bringing clarity. After a few days of living with both options, one clear winner emerged. The new logo captures everything we wanted: personality, movement, and impact.
From the Designer’s Desk: Tessa’s Take
During our Brand Discovery meeting, Chris emphasized wanting to “own it” – to confidently embrace our expertise, elevated standards, expanded skillsets, and to honor the transformation that Spacious has undergone. So the new logo should take inspiration not just from the above mentioned concept, but also needed to capture the past, present, and future of Spacious.
To accomplish this, the new logo’s repeated arch shapes speak to transformation and movement – reflecting not just Spacious’ own journey, but also the journey our clients take when working with us. The interior arches use the same color as Spacious’ previous logo, providing a sense of continuity. The overall form elegantly combines an “S” with an infinity symbol, representing continual evolution while embracing the mathematical harmony that underlies all great design.
Rebranding isn’t just about creating a beautiful logo – we built a holistic system that adapts across all touchpoints, from a simplified favicon to strategic color variations for different backgrounds. The broader brand system incorporates Bauhaus-inspired line work that adds personality without overwhelming the content.
This new identity is bold in its simplicity, reflecting the clarity and conviction we bring to every project. It’s sophisticated enough to signal the caliber of our work, yet approachable enough to remind clients they’re working with real people who care deeply about their success.
Your Brand’s Next Chapter
If you’re feeling that your brand needs a refresh, we’d love to help write its next chapter. While there’s always an element of creative magic in developing a new brand identity, we’ve refined a clear, strategic process that consistently delivers results:
We dive deep to understand your business’s soul – your values, mission, and unique position in the market
- We explore your audience’s needs and perceptions, ensuring the brand resonates with the right people
- We develop concepts that aren’t just beautiful, but strategically sound
- We refine and perfect every element until it tells your story exactly right
- We provide you with a comprehensive brand system that helps you confidently implement the brand in your work, with or without our ongoing design support
Whether you need a complete brand overhaul or a thoughtful refresh, we’ll help you create an identity that captures your essence and connects with your audience.
Ready to start the conversation? Contact us to schedule a discovery call.
Let’s create something extraordinary together.
