Jack Gudgin | Logo & Lettering Design

Excited to finally share this project I worked on last year for Little Rani. This was my third project with the client and I’m really grateful for the level of trust and creative freedom they give me every time we work together. . The beer was to create a bakery identity that felt warm, handcrafted, and rooted in heritage without leaning on Indian visual tropes. The goal was to make it feel like a modern artisan bakery first, with culture coming through more subtly in the feeling rather than symbolism. . I worked into imperfect hand lettering, and the rhythm of a real working bakery to build something that feels approachable but refined. I really enjoyed embracing the imperfections instead of polishing them away. . #bakerylogo #littlerani #jacktype

Late to the @logoarchive party but here’s a handful of wordmarks I’ve designed. I’ll now resume scrolling through the @logoarchive.now feed…so many amazing designers! It’s equal parts inspiring, humbling, and a reminder that I need a proper headshot. . #logoarchive #logoarchive_now

Little Rani sketch from a project I worked on late last year. . At this stage, I was exploring something intentionally loose. Leaning into a hand-drawn feel that carries a sense of craft, care, and tradition. The idea was to create something that felt hand made, with care. Inspired by handwritten recipes, and the small imperfections that make things feel real. . Trying to find the balance between boutique and human, something unpolished but considered. This idea ended up shaping the core of the identity, excited to share the full project! Please let me know what you think 😄

Revisiting a logo redesign I worked on a few years ago ⚡️☕ . The goal was to create a brand with more impact Something bold, recognisable, and built to work across everything from packaging to merch. . The direction leans into a handcrafted feel, but with more confidence and consistency across the letter forms. Retaining the lightning bolt that crosses the F as a nod to the previous design. . Really happy with how this turned out and more so with how it looks on the merch. A bright yellow hoodie might be a bit of a statement piece… but I want one nonetheless. . Let me know what you think, is this a huge improvement or do you prefer the original?

Little Valentine’s experiment, what if the “C” was Cupids Bow? The whole word turns into the shot with an arrow running straight through…something satisfying about a letter doing a bit more than it’s paid for. If nothing else, it’s a gentle reminder to shoot your shot this Valentine’s Day. 🏹💕 . Funny little bird but he gets the job done…

Initial concept sketches for Enchanted, one of OddBalls monthly subscription underwear designs. . Starting as always with pencil and paper (Procreate), chasing that fairytale whimsy to match the shoot’s art direction. Lots of exploring letter weight, flow, and personality before landing on something that could actually live in the real world, across products, ads, and emails. . This is always my favourite part of the process: messy ideas, loose sketches and happy accidents. Slowly figuring out a logotype before everything gets cleaned up. . Curious to know which one’s your favourite? Let me know 👇

SHOW THE WORK YOU WANT TO GET HIRED FOR. 🍺 I’ve always wanted to design for a craft beer company. Whether it’s branding or lettering, the idea of cracking open a beer with something I designed on…that’s the dream. . Until then, I’ll keep posting work that I want to get hired for. Trying to show potential clients what I can do for them. . Breweries, if you’re reading this…HMU 👀 . #beerlogo #beerbranding #customtype

I spent a LONG time trying to find clients. Cold emails, DMs, asking other designers. Always feeling like I was one inquiry away from a breakthrough that never came. It was exhausting and honestly messed with my confidence. I couldn’t figure out if I was bad or just invisible. . What finally changed wasn’t a new outreach tactic, it was shifting how I thought about the problem. I realised that chasing people who didn’t know me was always going to be an uphill battle. So I stopped looking outward and started building from within. I shared my work, my process, and my thinking. Not perfectly, or consistently but honestly and publicly. . It didn’t flip overnight. It took years of nothing happening but slowly people started finding me. Not because I asked but because they liked my work. That momentum came from consistent output and lots of patience. . I still feel like I’m on the upward climb but I’m getting closer to the tipping point with each project I share. If you’re in that quiet phase, with no inquiries, this is a reminder that progress is invisible until it isn’t, just keep building…you’re probably closer than you think. . #logodesigners #handlettering #goodtype #jacktype

Quick Look at a responsive logo suite I designed for Llano Tejano, a Tex-Mex mercantile based in Llano, Texas. From the full wordmark all the way down to the monogram / favicon. While these concept sketches weren’t the chosen direction, I’m really happy with how this project turned out and can’t wait to share the chosen direction! I still love this concept from the original proposal however and wanted to share how the identity flexes across different formats. . Responsive logos aren’t just about shrinking things until they barely fit. They’re designed to adapt with context—staying clear and recognizable across storefronts, packaging, web, and social as space gets tighter. Same brand, no squinting required. . Im not saying every business needs a full responsive logo suite, but when you’re showing up in a lot of places, the extra flexibility makes life (and layouts) way easier. . #responsivelogo #responsibebranding #logosuite

Quick look at the process behind designing a vintage-style badge for OddBalls. I wanted it to feel classic and well-worn, with traditional, hand-drawn script lettering that wouldn’t look out of place on a beach bag. . This was created for a limited run of beach/travel bags which were the first products that didn’t use the OddBalls logo as its primary branding. It’s one of the most rewarding things, seeing something you designed end up as a physical product out in the world. #handletteringdesign #customtype

When I decided to start freelancing I had absolutely nothing to post or share in my portfolio. But to get logo clients I needed to show logo design work and I was stuck in a loop. . To escape the cycle I decided to create fake work. Real thought, real design, but design nobody asked for. I created a brief to rebrand a local taco shop that I loved going to. All they had was a logo and some basic menus. I wanted to create a full brand identity that made them look as good as they tasted. 😋 . I started with the logo and developed a full visual identity around it. Pulling out all the stops. I created a brand mascot, location illustrations, packaging, website everything. I was so proud of the work that I even sent it to the business to see if they wanted to use it (they did not). But I had a great case study which I still use today. I’ve had so many clients asking for something in the same style as the Chucho’s logo since then. I even got my first in-house job a design agency using this as my main portfolio project. . If you’re currently stuck where I was, I’d really recommend giving this a try. Create your own briefs, do it for a business you know, treat it like a real project and others will too.

That’s a wrap on the working year. Time to put our feet up and get comfy. . So thankful for all the fun logo projects and amazing clients I’ve had the chance to work with this year. Next year it’s all about levelling up! With the amazing mentorship of @cj.cawley.design over the last few months I’ll be hitting the ground running in 2026 with tons of new tools and knowledge. . #christmaslettering