Enchanted Cleaning LLC Logo Design

Commissioned by Erica Cendejas, 2021

Enchanted Cleaning LLC has been a work-in-progress for a few years, now realized in 2021. Prior to the Pandemic, Erica Cendejas was debating how she could form her own company to do business as an independent agent. Like many, she saw an opportunity to move forward with her ambitions and took action.

After founding the Enchanted Cleaning LLC in June 2021, she was ready to create an identity for her business. Once Erica communicated her values and a few ideas to me, I began my research.

Although Erica Cendejas is my sister-in-law, I didn’t know much about the influences in her life that might be brought into the design of her business’s logo. Those fine details would make this piece more authentic, unique, and connected to her. So I did some digging on her Facebook to get an idea…

As a consequence, and remembering her love of Disney’s Tinkerbell, ideas flooded my mind. However, one dominated.

A fairy dusting and flying around the design with some sparkles for that magical feel.

Moreover, the name “Enchanted” ignited some nostalgia, too. One of my favorite shows while growing up was, Bewitched. Ironically, the recent Disney+ show, Wandavision, parodied Bewitched earlier this year – what perfect timing!

With inspiration, an understanding of Erica’s values, some current trends, and a good mix of elements to play with – I got to work.

Initially, there seemed to be a trend with fairies. In fact, even larger companies, like Sparkle, were adopting them. Nonetheless, a fairy was a must. The design phase of Enchanted’s fairy included various facial expressions, hairstyles, and silhouettes. We ended up choosing a faceless silhouette with minor body details, classically posed like Tink. While the dusting wand began as a feather duster, it ended up as a rose.

An important value for Erica was color. Pastel pinks and purples were the primary colors that she wanted in her logo.

Pastel colors recede in most designs, so I added Pantone Pink C to help the design grab attention. The pastel pinks and purples were perfect in creating an airy, ethereal backdrop for the type.

The logo incorporates a double heart outline in the background. This served as a unifying shape that gave a body to all the elements. Since the logo has an a-symmetrical design, the outlines also balance the overall graphic. To be honest, the heart outlines began as a kidney shape inspired by the retro motif. The outlines also act as path lines for the fairy.

In addition to the primary logo, I provided a wordmark, secondary logo, and an icon.

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