Art Direction: Rebecca Lewis
Designers Involved: Rosie Lin, Charlotte Cheshire
Update the logo that separates the brand from the company’s branding. Grow is a product that helps content creators connect with their users. The logo has to convey trust, legitimacy and be iconic. They wanted the icon to be readable when shown small.
We had many stakeholders involved in a lot of departments within the company. Which meant this was a great opportunity for collaboration, it also meant that we needed to establish a process that accomodated for various different experiences and perspectives.
As you will see below, the ask shifted a few times. In the beginning, we were asked to just simplify the lotus flower icon. Somewhere along the line, stakeholders wanted to see options that deviated from the lotus completely, and you’ll see that we came back around to the lotus in the end.
Charlotte, Rebecca and I all worked together to come up with a huge variety for the stakeholders to take a look at.
Usually, we don’t show this large a range of logos, but the scope of the project was a little different. This product was projected to play a huge role and the vision for the branding and graphic elements were pretty open ended.
Colors generally associated with trust are cooler and includes blues and greens, so that’s where we started in our color exploration.
We were also encouraged to bring in many varieties of colors. So we explored colors with high contrast, low contrast, more saturated and less saturated colors as well.
At the request of the stakeholders, we brought back more options with the lotus flower from the original logo. We tried so many variations involving this leaf/petal shape.
The logo was simplified to three leaves/petals. We mocked up different lockups and put together a quick example of what the landing page could look like. Later down the line, the circle around the icon version was removed.
I got the opportunity to define and build the illustration style. I wanted to challenge myself and create a system that could have smaller elements that could be rearranged to make a new composition. An isometric style, while a new style for me, would do exactly that.
To pull this off, I did a lot of research and sketching to get it looking natural in application. Drawing cars has been a weakness of mine in the past so I had to try it a few times before getting it right.
Creating the logo and illustration style didn’t conclude the work for this project. Our next step was to build out the brand guide. We also had opportunities coming up quickly to put the branding into practice which included a trade show booth display.
