Fallen Footwear Logo Design

Since I don’t have enough to do lately, I started working on another unsolicited logo design, this time for my friend Jamie Thomas’s company Fallen Footwear.

It started, as many of these do, with my waking up with part of it in my head. This time it was the middle Ls. As you can see in the rudimentary sketches on the left in the picture below, they form an arrow pointing down. That was to be the guiding visual concept for this design, which evolved over two weeks of intermittent sketches and doodles.

As it came together through the various versions above, I realized it needed some more space. This is what I ended up with:

Once I had that one drawn, it felt kind of empty, too sparse for this particular logo, so I tried filling it out a bit more, and I got this one:

Seeing them together like this, I actually like the spindley middle one best. I think the ideal version might be somewhere between it and the more organic one at the bottom. Maybe another iteration is in order.

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