Scary Mommy was started by Jill Smokler as an online baby book to chronicle her stay-at-home days with her children. It transformed into a massive community of parents, and as such they decided to update their logo.

Logo in action at Scary Mommy

Stylistically, the client was interested in a brush script while maintaining some of the “scaryness” from the original letterforms. I personally liked the blocky victorian look that, paired with the red crown, gave it a rockabilly pinup look so I decided to add an evolution of that style as well.

Once a direction was chosen and a horizontal lockup approved the client asked to see the logo with a subtle grunge texture. After finalizing the letterforms we decided that at small sizes the texture would get lost and just create noise.