I was asked by The Ugly Duckling Company, a not-for-profit organisation, to design a logo for a publishing house which they were setting up. The founder of UDC had a number of books already published, which he now had the rights for and wanted to publish them himself. The publishing house would therefore be producing in-house work and the mark needed to reflect this intimate connection with The Ugly Duckling Company.
The Ugly Duckling Company logo is a blue egg beside the company name, so I wanted to reference this in a subtle way in the publishing house logo. I drew a very simple duckling, then vectorised it into a monoline image, modifying it to be legible at a small size. I enclosed the duckling in an egg shape and added two variations of text for use in different situations.