Sigmund Freud Brand Identity
Designing a modern logo for the father of psychoanalysisFrom his theories of the id, ego, and superego to his fascination with the unconscious mind, Freud’s legacy offered endless inspiration for a logo design exercise. My challenge? To craft a logo that honors his work while being at home in today’s world of psychology. And while the business card’s phone number won’t connect you to Freud, the address will lead you straight to the Sigmund Freud Museum in Austria.
PROCESSTo represent Freud's work on the complexities of the mind, I explored several ideas—scribbles, silhouettes, mazes—before landing on a folded “F” logo design.The design features three overlapping lines to represent the id, ego, and superego, while also hinting at the layers of consciousness. The scribble texture throughout reflects the challenge of untangling the mind’s mysteries.
TIMELINEMarch 2020
SCOPE Logo Design; Branding; Adobe Illustrator
TEAMMentor: Claudia Strong