Next up in the A to Z Logos series: Ultima Florals. I’ll admit, I struggled with this industry of florals. By my choice, I’d have designed a sleek wordmark, an identity ample in gold foil & abstracted patterns. But for the sake of this exercise, the logo needed to stand on it’s own as the only indicator of name & service. All part of the challenge!

I still kept the concept simple – an abstracted UF mark built from layered leaves or petals. It took a while to simplify the execution to the point of effective minimalism that I prefer in my designs. Check out the sketches (the original, sleek idea can be seen at center) and artboard below!