Sophie So

Logo design and brand style for a lifestyle blog
Sophie So Logo


The client wanted a new personal brand identity to relaunch their blog under a wider context of lifestyle and marketing advice. They wanted a brand that reflected their personality, which looked professional, and which gave them the opportunity to build a business off the back of it.


The first step was to get to know the client. It was important to my client that the brand was a reflection of their personality, so we met for an initial chat face to face so that we could work up some brand words that the blog would represent. Together, we created a list of four “brand words”:

Positive, inspiring, personal, community

Taking these words as a starting point, I went away to begin research, and set my client the task of creating a Pinterest board in order to find out what she was drawn to, visually. When we met again, she talked me through her board, and from her ideas I pulled together my own moodboard for design. Using it, I created the colour palette and a large set of logo forms that could reflect the styles and themes we had discussed. From here, my client selected her favourite and I set about implementing it into assets for use across her site.

The visual identity is now in use, and has been used across the Sophie So blog and social platforms.


I set my client the task of creating a Pinterest board of things she was drawn to visually. From it, I was able to create a design moodboard of common themes. This enabled me to create the brand palatte and get a good feel of my client’s personality and style in order to really represent her in a personal brand.

Sophie So colour

The colour palette drawn from the moodboard was feminine and pastel-led. I worked a strong pink into the palette to give balance and weight to the colour scheme.

Sophie So font

My client didn’t originally have access to editing software, but was looking into it, so I provided a set of brand fonts that complimented the brand style.


I created a large range of options for my client, all based around themes of community, connectedness, femininity and the bright, white-spaced visuals her Pinterest board signified.

Sophie So Logo
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