Lunz
My year-end project at e-artsup: designing my own visual identity around Lunz, the nickname my family uses for me, from the first moodboard to a hand-lettered logo, a full graphic charter and printed stationery.
An identity, not just a logo
The course asked each student to build their own visual identity in five weeks, then present it in an oral defense. The starting principle: an identity is not a logo on its own, but a system of consistent choices covering color, typography, shapes, images, layout and photography style.
- Week 1Positioning and moodboard
- Week 2Logotype and graphic system
- Week 3Structure of the brand guidelines
- Week 4Applications and finishing
- Week 5Presentation and oral defense
Moodboard
I started by defining the feeling I wanted the identity to give: sophisticated, light and authentic. I collected references from perfume packaging, fashion illustration and premium stationery, then kept the images that repeated the same elements: deep wine tones, cream paper, fine serif type and flowing script.
Four words guided every decision after that: sober, fluid, elegant and colorful.
From sketch to vector
I drew the logo by hand first. After many pencil studies of the name, I narrowed it down to two directions: a classic serif wordmark with an ornament, and a flowing hand-lettered version. I chose the hand-lettered one: for a family nickname, it felt warmer and more personal than a formal serif, and it matched the fluid side of the moodboard. I then redrew it as clean vector shapes.
Making it consistent
Hand lettering can easily look uneven, so I rebuilt the wordmark on a construction grid: shared baselines and heights, and circles that set the curve of each loop. From the wordmark I then extracted a monogram that joins the L and the Z into a single, compact mark for small formats.
Color, type and pattern
The system rests on six colors, from cream to a very deep wine, and three typefaces with clear roles: Vania for titles, Playwrite DE VA as a handwritten accent and Source Serif 4 for text. The monogram also becomes a repeating pattern for backgrounds and packaging.
- #EFE1CD
- #42001D
- #72003D
- #623E4E
- #C4B2BA
- #2A0012
I then tested the wordmark and monogram on every color of the palette, to check which pairings keep enough contrast to stay legible.
Putting it to work
Finally, I applied the identity to real supports: business cards in two colorways, letterhead, envelope, notebook, badge, keyring and an app icon. Seeing everything together in mockups showed whether the system holds up from a large page down to a small icon.
What I learned
This project taught me to think of an identity as a system rather than a single logo, and to be able to explain every choice, from a color to a curve. It is the same logic I now apply to interface work, where a design system keeps every screen consistent.