I’ve already announced my new company half a dozen times by now. I figured it was about time I gave real details, so here’s the name and logo!
Valley Fold logo design.
Valley Fold is my new home for professional services… once I’ve finished the website. I’m not one for big splashy launches, I’ll probably just hit deploy and let people discover it.
Logo design
The brand and logo were designed by my very patient friend at Axia Create.
George and I worked on concepts for several names, all of which I pre-emptively bought domains for (…ouch). Following feedback from trusted peers a clear winner stood out. Valley Fold happened to be the only name we both independently scribbled down early.
For those unfamiliar, “valley fold” comes from origami, an art form that has partially defined my aesthetic since college days. (The website may have some spiel to explain.)
After the grueling task of my indecisiveness — we’ve been discussing this for a year — George is away on holiday. That leaves me guessing how he designed the logo.
Probably like this:
Valley Fold logo overlayed with nonsensical concentric circles and a warped golden ratio.
I’m joking, obviously. That’s nonsense. The logo fits on a square grid. It’s a custom logotype adapted from an existing font. We created a new “V” and “Y” and tightened the corners across all characters. The “L” were narrowed and kerning snaps neatly to the grid.
More importantly, I love it!
I’ve been secretly rocking the logo as a web button all month.
I had fun pixel aligning the logo at such a small size. The tail of the “Y” is offset to the left to avoid anti-aliasing. The web button side quest has delayed the actual website.
I’ll show more of the brand when version one of the website launches. I’m aiming for early September. I’d like to spend months designing the perfect site but client work takes precedence. Thankfully I’ve been busy. I have to get something online soon though. The nice thing about websites is that you can redesign them again and again.
Valley Fold is a big change but also a little one because my services remain the same. I’ve been making websites for coming on two decades now. Websites for real people! I plan to keep doing that for many years to come.
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