In this post I will show how the logo for travel agency Travel and Joy was created.
The final result is quite different from my first intentions.  Because the agency specializes in diving holidays, I wanted to combine a scuba attribute (diving gear) with the name of the agency. It started of with a lot of sketches and try-outs.
My drawing skills are rather limited so the sketches stay very basic. First I tried to combine scuba mask and snorkel with the type.

The snorkel is ‘J’ shaped, so that could become something.

That didn’t satisfy me, so I tried something with the ‘o’, using it as a head to put on the mask and snorkel.

None of these ideas and sketches seemed to work out. Not for me anyway.
I tried something with divers…

I had 2 issues.  I wanted a logo that reflected joy, and I also wanted more clearness on the fact that it was about travel.  I found it hard to express joy with the mask and snorkel.  And although the travel agency specializes in diving holidays, the logo also had to express more travel in general.
So there I went sketching something more joyful.

I came up with jumping divers.  Still not much travel …  Why not a happy jumping suitcase then?!
From then on I switched to digital.  I had the idea of making the suitcase smile.  So I scanned the jumping suitcase and put the smile on it.
The end result you can see below.