The Healthy Lowdown
The Healthy Lowdown blog, is the brainchild of Sara Lovelady — a veteran health writer, and investigator extraordinaire. During her 25 years copywriting for the industry, Sara has turned up some really fascinating health research, ranging anywhere from the effects of plastic wrap on fatty foods, to the links between nighttime light pollution and cancer. This blog is a vehicle, not only for sharing all the knowledge she's gleaned, but also offering actionable tips on improving your health.
When considering the right look for The Healthy Lowdown, we started by highlighting those key points that set Sara apart: her posts are all based on fascinating, but not well-known, published health studies; it's fresh information — she's searching for things that don't get covered elsewhere; and she offers actionable tips at the end of each post. We determined that a primarily typographical approach to the logo made the most sense. As this blog is a reflection of Sara herself, she wanted the logo to be perceived as fresh, healthy, bright, and fun.
We started by choosing a color palette that evoked a fresh, vibrant feeling. Granny apple green, strawberry red, aqua blue, and sunshine gold:
I then got to work on the initial logo concepts, utilizing a variety of fonts that have a hand-rendered feel:
Sara really liked the overall playfulness that was achieved in the first round, and knew we were headed in the right direction. She was torn between several concepts, and asked to blend elements from each going into the Refinement phase.
With just a few more tweaks, we landed on the final logo. After the logo was complete, her look was translated to business cards, a sell sheet, and her blog. I'm happy to say that Sara's blog is thriving, and that her look suits her to a "t!"
Until the next post,