The Client

With Intention, Handcrafted Journal Brand in San Diego, California

The Service

Brand Design + Logo Design

The Overview

With Intention is a handcrafted journal and notebook brand based in San Diego, CA, created for intuitive journaling souls. Each journal is carefully made with purpose, encouraging users to slow down, reflect, and be more intentional in their daily lives.

The goal of this project was to create a clean, minimal logo that reflects the act of journaling while capturing the depth and intention behind the brand.

The Vision

The direction for this brand was rooted in simplicity and meaning. The client wanted a black and white aesthetic inspired by traditional journaling (think pen on paper, typewriters, and handwritten thoughts).

It was important that the design felt intentional and artistic, while still remaining clean and easy to recognize. The overall look needed to reflect both structure and flow, mirroring the balance between guided journaling and free expression.

The Design Approach

I started by focusing on typography as the core of the design, allowing the logo to feel like an extension of the journaling experience itself.

For the word “with,” I created a custom calligraphy-style script in all lowercase, inspired by a dipped pen. Parts of the lettering subtly mimic the natural inconsistencies of ink flow, giving it an organic and handcrafted feel.

To contrast this, I paired it with a serif font for “Intention” that feels reminiscent of a typewriter, but with a more refined and modern touch. The “t’s” feature a curved, pointed top to echo the shape of a dipped pen tip, tying both styles together in a subtle way.

The black and white color palette was intentionally chosen to reflect the simplicity of ink on paper, keeping the design timeless and versatile across different applications.

The Results

The final logo feels clean, intentional, and deeply connected to the brand’s purpose. It captures both the structure of writing and the freedom of expression, creating a visual identity that resonates with its audience.

This design translates seamlessly across journal covers, packaging, and branding materials, reinforcing the brand’s mission of encouraging intentional living through writing.