This company sells children’s fashion (1-9 years old), simillar to Pumpkin Patch, but much smaller.

The owner’s daughter’s name is Morgi, so they decided to use it as the company’s name.

I am very familiar with this family, so they asked me to build the logo, because they thought I knew what they want.

Anyway, I start with the mind-map and a few drafts:

I did a few research on Australian kids fashion industry, most of the brands identities are combined by typography, only a few uses animal as an element, so I though to use an animal might be a good idea to make the logo outstand in the market, plus, australian ppl love dogs.

In the end we temporarily decided to use this one:

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