Logo design for startup footwear brand
Helios is startup sandal company based in Austin, TX. Together with the founder, I helped identity the brand archetype as the Jester; focusing on optimism and living in the present, the visual identity focuses on playfulness and originality.
The chunky, rounded, hand-rendered font reflects the friendliness of this archetype, while the wings and the color choice provide a subtle nod to the greek god, Helios. If you take a close look at the “O” in Helios, you’ll also notice the negative space takes the shape of a footprint.