Case Study · Logo for A Loving Clean

Final Logo Preview on Business Card

'A Loving Clean' is a Brisbane-based, eco-friendly home cleaning company.

Their focus is on providing high quality, professional service at a reasonable cost. By having a visual brand, they will be better able to direct people to their business, feel more legitimate in their venture and ultimately attract more clientele. The logo will have a tagline 'Quality, Eco-Friendly Home Services', and appeal to a mostly female audience. It will be used in many different scenarios - on their website, business cards, flyers and possibly shirts as well.

The client wanted the logo to appear very 'clean', obviously. It would be quite minimal, simple and clean, while also conveying the personal, caring, client-centred focus of the business. Along this vein, we discussed that leaves or branches may be incorporated to add a personal touch and also a hint of eco-friendliness.

Readability would be of the utmost importance, since you want to portray your business as professional, with clear communication at the forefront of what you do. We discussed using a script type for 'A Loving Clean', with the tagline in a simple, sans serif font.

1. Rough Drafts

After my meeting with the client, I wanted to get all of my ideas out on paper.

So I made lots of rough thumbnail sketches of what the logo might look like, trying out variations in leaves and lettering styles.

First Drafts

First Drafts 2

Lettering Style

Since script fonts are notoriously the most difficult to read, I knew I wanted to work hard at making it the most simple, clear style I could.

That's why I went with a monoline type, meaning there's little to no variation in the thicknesses of the letters. This gives a minimal, clean, crisp aesthetic. By playing around with monoline styles, it reinforced how much they would suit your brand.

I also stumbled across this interaction between the 'A' and 'L', which I loved because of the unique aesthetic it gave the lettering:

Interaction between 'A' and 'L'

After getting all my thoughts out on paper, I turned to the internet to do some visual research. I compiled this mood board of monoline lettering styles and logos to keep me on track and give me some fresh ideas.

Mood Board


I loved the idea of a circular layout - it's such a simple, clean way to incorporate a lot of text without the logo looking crowded - so I experimented with different ways of laying out a circular logo. I analysed each idea for maximum readability, and which one represented your brand the best.

Circles 1

One idea that I kept coming back to was that of the professional, high quality feel you wanted the logo to represent. I thought about subtly including features traditionally found in a 'seal of approval' sort of stamp. The sort of stamp that would be used to denote that a piece of work was finished; up to scratch; high quality. One feature that I wanted to include from a stamp of this sort was having one or two clean circular lines around the whole logo.

2. Refining the Drafts

I refined every aspect of the lettering that I could find, and decided on this style. It slants upwards slightly, which adds movement, life and a feeling of optimism.

Refined Draft


The lettering settled on, I decided to choose a font for the tagline. I wanted to find a simple sans serif which would be versatile enough to use on the client's website as well as in the logo. There were a few web fonts to choose from, and after comparing them, I decided to use Quicksand (the first font in the image below).

Both the lines and the shapes of the letters are round, conveying a sense of trustworthiness and openness. It comes in several weights, making it convenient to use for a title, body text or caption on the website or other materials. And it's decorative enough (see the 'Q' and the 'R') to be quite feminine, but straight-down-the-line enough to also look very professional.


Good Copy

I then made a good copy of the outside lines & tagline in Illustrator. I varied the letter weights & circle weights to see which one would be most readable, and ended up going with the option on the left on the bottom row.


The final stages involved making a good copy of the lettering, digitising it and placing it inside the circle.

Final Lettering

After painstakingly tweaking the lettering to ensure maximum readability at all sizes, I drew the leaves in. I then placed the file in the centre of the circle, and the logo was ready!

Final Logo Preview

Final Logo Preview on Business Card