Katie Wilhelm

Baseline Press Logo Design, Web Design, and Brand Refresh Consultation

Project

Baseline Press contacted me in 2011 to launch the poetry micro-press publisher’s brand and company website. They needed a timeless logo and a custom HTML website with a built-in content management system. The team approached me seven years later to consult on a web design refresh.

Process

My design process always starts with a thorough consultation and deep listening. The ideas for design concepts occurred during meetings with Baseline Press founder Karen Schindler. Karen had a clear brand image in mind. We worked with a mood board created from the organization's existing product style. A group of images was provided to develop the brand concept (pictured below). These images provided a baseline for the logo concept and story.

The first word is Baseline. The business was located on Baseline Road in London, Canada. A Baseline in printing terms is the imaginary straight line on which a line of type rests. I illustrated this double entendre with a physical line depicting the baseline of the word while also representing the organization’s location.

The second word is Press, which represents the nature of this micro-press publishing company. I elongated the letter “p” and added a flat line to mimic a typewriter key. This flat line breaks up the baseline as if a poem is being physically typed. The alteration of the letter “p” in the description (ex: press, publisher, poetry) also inspired me to add a special treatment to this letter. A typewriter is a callback to the history of publishing and an element of the brand aesthetic.

Results

I created a logo and website to create a timeless and long-lasting brand that would help to unite and promote the poetry community.

Baseline Press s has grown exponentially since the launch of this logo and web design. It remains a recognizable mark within the local poetry community today.

Seven years later, I consulted Baseline Press on a seamless website and brand refresh.

The logo from 2011 was kept in its original form. The longevity of this brand design is a result of listening, researching, and collaborating with the Baseline Press team. I am proud of the longevity of this design.

Learn more about Baseline Press

Testimonial