I started Joseph Gray Designs in 2018. I didn't know who I was yet as a designer, and I didn't have a clear vision for what the brand meant to me. I just knew I wanted to create modern designs, so I created what I thought was a modern looking logo. I also didn't have any clear brand colors besides Black, White, and Gray.

After a few years, I decided to pursue freelance work more intently and knew I needed to give my brand a refresh. This time around, I had direction.

The year was 2021, and I had been living in Los Angeles for a while. I had taken up an interest in high fashion and was inspired by minimal, yet luxurious style that made these brands feel elite.

I wanted the brand to feel sharp, so I redesigned the logo to include a square monogram and with a more square type face. I also redesigned my website and removed all curved borders from UX components.

I wanted to stand out from other tech companies, so I introduced and yellow as an accent color. I had a lot of fun with this redesign, and also began experimenting with patterns using the monogram.

After a few years of freelancing, I was offered a postion with one of my long-term clients -- Human Rights First. I worked with the organization full-time for over two years until early 2025, when I decided to pursue freelancing again.

I felt like I had abandoned my brand and decided it needed some love. Who was I this time around? What personality did I want my brand to have?

Well... It's me, so I wanted it to represent that! I'm a friendly, down to earth person. I like things that are new and shiny, but I also appreciate nostalgia. I need things to feel minimal, but also warm and cozy. I think my new brand does just that!

I like playing with shapes, weights, and textures... So I re-introduced curves and use different line weights on my website and logo. It makes it feel more friendly.

The V2 monogram was supposed to be JGD, nested within each other. Over the years and doing user research, I learned people didn't see it and thought it looked like a QR code. So, I  redesigned my logo completely. Now, the monogram is easier to uderstand and is integrated into the full logo, so it's easily recognizable by itself and together.

I updated the accent color from yellow to a more cozy shade and chose a new typeface for my site as well. Put all of these elements together and you get a modern, yet retro vibe.