It was in there all along. The course of action to go from The Family Design to Joe Fenton Design was cosmic, yet logical. It was like I subliminally left queues for this brand transition when I made the Family logo 6 years ago.

The split ends of the “F” easily divide to become a clean and simple monogram of “JHF”. I kept the same exact structure of my url and changed less than half of the letters.

Here’s the progression of the logo’s transformation:

A. It was time to switch it up.
B. I did a little doodle to see how it could work.
C. The mark came about very cleanly by splitting the Family “F”.
D. Sketching in the “enton”.
E. Tightening up the “enton”.
F. Inking the “enton”.
G. Committing to it.
H. Playing with “design” in the mark.
I. Tweak it a bit and go with it.

So why did I rebrand? Well, the short answer is that, having been captain of this business for 8+ years and knowing the direction I want to go with my work, a signature brand is what makes sense. I’m not an agency. I’m an artist. I also have a legacy to think about now. Brand choices are vital.