Alex stated that he wanted a more family friendly look that his old logo did not have. However, he still wanted to retain some of the horror edge that his brand had become known for. He chose the image of skull winking to be the main focus of his logo. I was given the freedom to create that how I saw fit. 

I ultimately took the most inspiration from his old logo, which Alex no longer wanted to be using for various reasons.  What caught my eye in the original logo was the resemblance of flower petals in the item that was being held. I took this and created a logo in Adobe Illustrator. It depicted a winking skull with flower petals coming out of it. 

As for the text, Alex wanted something that still retained his horror elements. We both worked together to find a font that best fit. As for the background, Alex wanted a  bright blue and red color, as to be used interchangeably when needed.  I found a halftones brush and created a big paint stroke. To me, this best represented the artsy but edgy nature.