Carmah, a play on the word “karma,” emphasizes the phrase, “What goes around, comes around.” Good karma through the use of interacting with people and arranging automobile transportation—or in this case, cars—is the primary goal for this business. I decided to create a custom logotype with a refined brush script style to evoke friendly, forward moving efficiency.

It was an obvious decision to use the C from the logotype to create a monogram that could be used for social media or any other application that the full logotype might not work. When designing a hand lettered logotype, I often take the initials of the business name into consideration in the early stages of sketching, knowing that my client will want an original monogram to be easily identifiable.

The logo works great throughout the website creating a presence that is anything but distracting with minimal navigation that allows plenty of breathing room. The implementation of the cool color palette makes for an easy user experience.