Willoughby & Crane

blog cover image again


The client requested a logo of an origami crane for a consulting firm. I folded a paper model and did some sketches paired with type.

Digital Roughs

The client liked the direction so I made some digital roughs of all 3 compositions.

Final Logo

We decided on a simple, elegant design paired with Caslon text. The old-style, small caps typeface communicates authority and trustworthiness.



James Bradford is a UX Designer and UI Engineer currently working in the Visual Analytics Group at Pacific Northwest National Laboratory making web apps for cybersecurity, geospatial, and data visualization.

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