Logo Design & Character Illustration for Counting Sleeps

Counting Sleeps is a family run business in Torquay, Devon, selling Countdown Calendars for Birthdays and Special Events.

Project Background

Gill Watson, the creator of Counting Sleeps, had the idea of making an advent style calendar for her daughter who kept asking “How many sleeps?” until her birthday. Gill thought it would be a great idea to create a whole range of these countdown style calendars and decided to create a small business where she could do this and sell these countdown calendars to others.

Gill contacted us as she required a logo and website for this new business and once she’d decided on the name, Counting Sleeps was born.

As the phrase ‘Counting Sheep’ is commonly associated with the idea of falling to sleep and counting, we suggested it might be a nice idea to add some ‘sheep’ style characters to the logo for a more fun and appealing design. The downside of using sheep within this logo was that it might make people subconsciously read the logo as Counting Sheep instead. We thought it would be a clever idea to show the sheep holding up boards with the letters ‘L’ and ‘S’ over the name, highlighting the name as being Counting Sleeps, and perhaps suggest the sheep were more clever and one step ahead of the viewer!

Once the logo was finalised, and the actual countdown calendars themselves were designed and printed, work on the website began. The website introduces Gill and her idea behind setting up the business, and shows the current range of calendars on offer to purchase via the PayPal website. The site also has a Twitter feed which Gill will be using to help promote her business, and new ideas for other countdown style calendars are currently being worked on and will soon be added to the website.

Project Deliverables:

• Logo Design
• Graphic Design & Print
• Illustration Concept & Design
• Website Design & Development
• Banner Design


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