Simplified Marketing was started by Morgan Monaghan after working years as a SEO and marketing specialist. She came to me with just the title of her business-to-be, and was very open minded to seeing where I would take the concept. Because a sense of simplicity was baked right in to the name, I felt the logo should portray the same feeling. Using typography distilled the brand down so it could be used in place of the full logo lockup, and the curve that combines the "S" and "M" simplifies its silhouette so that it could almost look like a signature.

From here, Morgan and I worked on the remaining touches, adding in a sparkle or two to give the mark more magic and to avoid making it feel corporate or stuffy. Finally, the color palette is very narrow and neutral, again in tribute to Morgan's minimalist sensibility.