The Case Challenge
As a logo designer, I’ve helped countless businesses discover and express who they are. But when it came time to create the identity for Fidelis Design, I faced the toughest client I’ve ever worked with: myself. Here’s the logo case study for Fidelis Design.
Designing your own logo forces you to confront your core, what you truly stand for, what makes you different, and how you want to be perceived. It’s not just about good design, it’s about alignment. I knew I needed to reflect timelessness, trust, and craftsmanship; values I hold tightly both personally and professionally.
The challenge wasn’t technical – it was emotional. I had to strip away trends, ego, and noise, and find something that matched me.
The Logo Solution
I approached it the same way I guide my clients: with strategy first. I walked myself through a full brand discovery process—yes, I filled out my own questionnaire. Through that, I uncovered what Fidelis Design was really about:
Faithful foundations. Timeless design. Built to last.
From there, I began exploring visuals that would reflect these principles:
- A strong, grounded symbol that could stand alone or alongside the name
- A colorful yet refined color palette that wouldn’t age out, that defined who I am
- A logo system that felt both minimal and meaningful
I knew what I wanted from the beginning, I wanted to have an infinity sign in my logo; and I combined that with an “f”. After only a few sketches (way lower than I typically make for a client), I create a rough sketch of my mark and I knew that was it; I started refining it digitally right away (this process took the longest). I finally created my logo that holds weight, but leaves room for growth. Something that speaks to the kind of work I want to do—and the kind of brands I want to build.
The Result – Fidelis Logo was born
The Fidelis Design logo is more than just a mark, it’s a promise. A reflection of what I deliver to my clients: clarity, craftsmanship, and design that stands the test of time.
This project reminded me why I do what I do, and why a great logo is never just about looking good. It’s about building on something real.
Crafting a Strong, All-Encompassing Identity
1. Brand Discovery & Clarity
Before pencil ever hit paper, I took a step back and treated my own brand like a client project. I filled out a full brand discovery questionnaire to uncover the heart of Fidelis Design.
I asked questions like:
- What does Fidelis truly mean to me?
- Who am I here to serve?
- What emotions do I want people to feel when they encounter my brand?
Words like faithful, strong, timeless, and refined kept surfacing. That clarity became my compass.
2. Sketching & Concept Exploration
With a clear vision, I began sketching.
This stage was all about exploring symbolism, I had an image of what I wanted but I still needed to test and sketch more.
I tested a few monograms, geometric shapes, but my initial sketch of the infinity sign and “f” still stood out: clean lines, balanced proportions, subtle strength. Most of my sketches was focused on refining the f and infinity icon.
3. Refinement & Logo System Design
Once the core concept was chosen, I moved into refining the design digitally—obsessing over spacing, line weight, and hierarchy.
I built a full logo suite that included:
Typography Pairing: I created a custom type that matched the perfect circles of my logomark.
Primary Logo: My logo mark and A wordmark that feels timeless and elevated, with my tagline and my established date.
Secondary Logo: A stacked variation for tighter spaces
Submark/Icon: A minimalist mark symbolizing foundation and fidelity
Color Palette: A blend of bold colors that was completely
5. Finalization & Brand Application
I tested the logo in real-life applications: mockups, business cards, social media, and web previews. It had to be functional and beautiful across all platforms.
Once everything aligned, I created the final logo files and brand guidelines to ensure consistency wherever the Fidelis Design brand shows up.
I had a problem, and I made the solution; let me do the same for you.