This is a recent project I've done for an Etsy shop called edafedd. "Edafedd" is a Welsh word for yarn or thread, which ties in perfectly to the shop's products- crochet animal patterns. The shop owner's favorite animal and part of the inspiration for the product line is a whale, so it was important to include the whale tail's motif in the design.
I decided to create the logo by drawing with thread, a treatment I experimented with in a portrait of Leslie Feist. The thread travels across the store graphic and takes on the form of the whale tale, an analogy for the process of crocheting. I also created a simple watermark version of the logo that can be placed over product images.