The visual identity for Eve Stockholm

Final logo, inverted.


THE CORE Design a logo and visual identity for Eve Stockholm. The company will sell unique hand-picked products related to fashion and accessories. The products will be sold through a online shop. The founder Eva was born & raised in Sweden, but now lives in Paris.
CUSTOMERS & COMPETITION Primary customers are women in the age of 25-45 years old. They want to have a unique style and are willing to put in the time and money to find things they can not find in their hometown. Many of them follow fashion blogs and are engaged and passionate about fashion and design. Eve Stockholm will reach their customers trough social media and by word-of-mouth. Some of the competitors are MadLady, WestWing, Easy and Sundance Catalogue.
THE BRAND Eve Stockholm is all about modern things for the modern woman. Key words are: design, scandinavian look, less is more, quality, classic, feel good, urban chic, romantic, functional & smart, unique, individualism, curiosity, lifestyle, joy of life, metropolitan and cosmopolitan living.
USAGE The logo will be used on website, in social media, business cards, packaging, etc.


SCANDINAVIAN ROMANCE MEETS URBAN CHIC The use of low-case letters give the logo a feminine and romantic feeling in a subtle way. The symbol is clean and simple. Together they create a logotype that feels modern, urban, clean, cool and scandinavian with a french touch. The light purple lilac tone enhance the cool, self-confident and feminime feeling. The imagery enhances the urban style.
FITS IN BUT STANDS OUT One of the hardest things with this logo project (as to most logo projects) has been creating something that puts the logo in the right industry, i.e. fashion, but at the same time sets it apart from competitors.
THE LAND OF EVE The idea of the logo symbol came from Eva´s origin as Swede, but with history in the US and now France. Her history has created a mixed unique style that is the core of the company. So I stripped down the letters e,v and e to their purest form and created a sort of flag for the land of Eve.
EASY TO USE I have deliberately made the symbol of the logotype simple in its form. This ensures that the identity is easy to use, versatile and dynamic. The symbol can be used as it is, or filled with images or it can be used as a pattern.

“We started out with quite loose ends (really did not know my concept back then) and  together we were able to lay down a solid foundation for a business that has to relay on sales to a broader group of consumers, which is definitely less homogenous than the average domestic target group. Our brand is clear, attractive and straight forward. It has a simple romantic Scandinavian touch but with an urban twist, which is exactly what I was looking for!”
– Eva Dessolle, Founder of Eve Stockholm

About my logo design process

I have a streamlined logo design process. You will know what to expect during the process and I keep everything efficient and effective, in terms of time and money. Do you want to know more? Visit my page that describes my logo design process. Or, if you are ready to go – send me an email and we will get things started.

Features & publications

More images

Photo of mind mapping for Eve Stockholm.

Mind mapping after initial research.

Sketches for Eve Stockholm.

Sketch phase is always kind of chaotic. Just trying out all sorts of ideas that comes to mind.

Refined symbol sketches for Eve Stockholm.

Refined chosen directions for the logo symbol.

Refined sketch for Eve Stockholm.

Refined complete logo sketch.

Adjusting the curves of the lettering for Eve Stockholm in Adobe Illustrator.

Final logo for Eve Stockholm, regular version.

Final logo, regular version.

Final logo for Eve Stockholm, inverted version.

Final logo, inverted version.

Photo of young girl with glasses, the look of Eve Stockholm.

The typefaces of Eve Stockholm.

Cards for Eve Stockholm.Website for Eve Stockholm.Standing folder Eve Stockholm.Eve Stockholm on Instagram.Business cards for Eve Stockholm.