I wanted to see if this word would work with the idea of shaping the name into a leaf shape, as with the name these elements would work really well together to communicate the overall theme of the brand.
I firstly worked with the word in lower case letters, I felt the word needed to be all lowercase or all uppercase if it was to be shaped in this way. I initially thought that all lowercase letters would be better to work with the natural aspect of mint, uppercase can be seen and read as stronger, louder, etc. so I thought lowercase could work with the simplicity.
I worked with lowercase gill sans to begin with.
This did not work well when stretched and manipulated as you can see.
This would have needed a lot of adjustment carefully moving anchor points to fit the shape. But I decided against doing this as I wasn't happy with the lowercase word. I didn't like that there was going to be the dot of the i within the shape, I felt this could be distracting.
I also felt that uppercase could create more impact.
I looked online for some more interesting sans serif fonts, that had a simple and clean aesthetic but were offered something a bit different to the typical.
I started to use the anchor points to shape the word.
The M was the hardest to shape as it started to look odd when it got so high, and I was trying to ensure it referenced the shape of the leaf rather than just a diagonal.
The final result looked like this in the leaf.
Although I was quite happy with how this looked I was unsure about the outline leaf shape. I liked that it reinforced the leaf reference, but felt it could be too much and distracting and I want the logo to be easy to read.
I considered using a full colour leaf icon and layering a white logo onto this.
I preferred this to the outline but was still unsure, it felt a bit much.
The type alone did make a subtle reference to a leaf, and the way in which the word says Mint should work together with the visual to conjure up the association with a mint leaf.
I experimented with a more rounded font as I felt that this could create more of a link to nature and obviously mint is a natural product. Softer aesthetics are often associated with more natural elements.
I found the font Quicksand which comes in a variety of weights and is similar to the previous font with the way it is a simple sans serif font, but has a rounded finish.
You can see the subtle rounded quality here.
I started to adjust this font again into the leaf shape. Using guides was really helpful to ensure I wasn't distorting the main elements of the letters.
I wasn't sure about the outline being so close to the text, this makes the T difficult to make out and thus difficult to read.
I made the outline larger and this worked much better and was easier to read.
I really liked the rounded elements of this font as it is still very clear to read and simple, but the rounded edges creates a softer aesthetic referencing natural aspect, whilst not being overly feminine which typically 'softer' elements of design can.
I started to play around with other possibilities with this font within the leaf. I created the following by again moving the anchor points and thought it actually looked a bit like the veins seen in leaves.This version would however mean I kept it within the logo at all times.
Below is the adjusted font without the outline.
Whilst I was happy with this and the other versions I had created I felt it would work even better if it was bolder, to create more impact.
I worked with the same font but in bold.
Again I manipulated the anchor points, but this was far more difficult that the previous as the rounded ends were much more difficult to move whilst maintaining their shape.
I did however manage to do this and was really happy with the result. The rounded finish was much more obvious, but I think it works really well with the text and creates a visually engaging logo, which is the aim.
I considered ways to make the mint leaf reference more clear without using the outline.
So instead of having this entire outline I added two dots at the two points in the leaf.
I am really pleased with this! The added dots I feel emphasise the leaf like shape whilst still maintaining the simplicity.