Spark is founded by Hannah Huber of Amsterdam Academy and the 2017 & 2016 edition event partners are Saron van Diemen of Total Self and Emmy McCarthy of Amsterdam Mamas.
Philosophy behind our new SPARK logo by illustrator & graphic designer Elma Coetzee
Two things came to mind immediately when I thought of the name ‘Spark’ and read the tagline: ‘inspire, connect, thrive’. The design had to have some reference to a spark to indicate the explosiveness of the word, a literal firework and an ignition of sorts. But more than that it had to refer to the purpose of the conference and that is when a circle came to me. A circle to tie it all together and link to the word ‘connect’ in the tagline. In my mind we come full circle in so many ways through networking, learning and sharing our knowledge.
The circle is repeated in the design with the firework originating in the letter P. The rest of the design fell in place using the brief from Hannah and her team as my guide. It was a lot of fun to play with colour in the design which gives the logo a fun and slightly retro feeling.
My name is Elma and I am an artist. I am so lucky to be able to do what I love and that is photography and graphic design.
Lifestyle family photography allows me to capture the emotion and energy between family members.
There is magic to be found in the connection between people and all my sessions take place either outdoors or in public locations.
Seeing kids roam free in the woods and capturing a bit of that playfulness with their parents is really special.
My illustration and graphic design work consists of hand lettering, pen and ink drawings as well as digital design in Adobe Photoshop and Illustrator.
I am passionate about colour and drawing and love the challenge of designing something new whether it is a logo, flyer or a wedding invitation.