We wanted the logo to be clean and crisp like his design style and hint towards the architectural industry. The marketing materials currently being used warm greens and browns to reflect the firm’s focus on green building and creating organic spaces and we wanted to maintain that color scheme.

The first thing I noticed is how the letters “P” and the lowercase “d” had perfect symmetry and the potential to combine into a structural-looking graphic. A blocky, sans-serif font seemed the most appropriate to get that idea across and after experimenting with several fonts, two concepts were presented.

Ultimately, it was decided that the “leaning” concept in greens matched with a simple, blocky, serif font for the text most represented Portaré Designs’ vision.