Philip Macchi Design
Brand Identity
Photoshop • Procreate • 2025
My identity centers on a bold handwritten PM monogram that reflects my lettering background and fast expressive style. I wanted a mark that feels personal, energetic, and recognizable across print, motion, and branding work.
Sketch Phase
I explored a wide range of structures including serif blocks, circular lockups, extended forms, script variations, and graffiti-influenced strokes. These sketches helped me develop the movement, rhythm, and personality of the monogram.
Typeface Selection
Helvetica LT Pro Roman
Previous Options
Source Sans Pro, Broadarce
Typeface Study
Helvetica LT Pro Roman was chosen for its clean proportions and neutral tone. The simplicity of the letterforms keeps the layout clear and allows the expressive logo to stay at the center of the system.
Color Selection
Royal Amethyst, Near Black, White
Color Study
The palette uses royal amethyst, near black, and white to create a clean and flexible foundation for the identity. Royal amethyst brings character and individuality, near black adds weight and structure, and white opens the layout and keeps everything readable. Together they create a simple but confident palette that supports the expressive hand-drawn logo.
White
HEX #FFFFFF
RGB 255, 255, 255
CMYK 0, 0, 0, 0
Near Black
HEX #0C0C0C
RGB 12, 12, 12
CMYK 0, 0, 0, 95
Royal Amethyst
HEX #7B57A4
RGB 123, 87, 164
CMYK 58, 69, 0, 0
First Drafts
My first digital drafts tested block logos, monograms, and handwritten marks to see what matched my style best. Seeing them side by side made it clear that the hand-drawn direction had the strongest personality and felt the most authentic to my work. These drafts helped narrow the focus before moving into final refinement.
Refinement
I first tested the logo with a bright yellow circle, but it didn’t feel right for my brand. I shifted to a purple tone that matched my style better and helped the hand-drawn mark stand out. I also changed the outline to a clean white stroke so the lettering would pop more and avoid looking flat or bland against the background. During this stage I moved from using Source Sans Pro to Helvetica LT Pro Roman for the supporting text. I experimented with different placements and scale relationships between the logo and the type, adjusting spacing and color until the layout felt balanced and professional while still keeping the energy of the hand-drawn mark.
Final Design
I locked in the final shade of purple after testing multiple variations and chose the version that felt bold without being overwhelming. I also softened the black so the logo reads cleaner at smaller sizes. The final stroke was refined into a simple white shape that helps the mark pop and keeps the lettering from blending into the background. I finalized the placement of the type by building everything on a grid and aligning the elements for consistency. The finished logo brings together the hand drawn character of my PM lettering with a clean, modern structure that works across my brand.