← Back to portfolio
Logo/branding practice for fictional companies
I used a design exercise generator to randomly generate a company name and industry/description, so I could practice creating logos/branding from scratch.
- I wanted something chunky for the logo typeface so that it is approachable and reliable. Since I wanted to play with the concept of a circle in the logo, I settled on something that felt geometric, but wasn't created out of perfect shapes. The "o" in Archivo Black, for example, isn't perfectly round. These deviations give the typeface character. For the body text typeface, I wanted something friendly that kept the geometric feel, so I chose Poppins.
- I used primary colours in the colour scheme since they're associated with children's design. I didn't want the brand to scream at you - it's meant to be "timeless" - so I softened the saturation and shifted the hues to make them feel more mature.
- The company name, "Three-sixty", made me think of degrees, and then circles. Circles are timeless, inoffensive, and soft, which fits a children's clothes brand well. You can see the logo variations I played with in grey, along with the logo I chose in colour. I settled on this logo because the circle above the T creates the shape of a person, humanising the brand. This also keeps the logo simple, and hopefully timeless, and doesn't demand your attention when printed on clothes.
- I've applied the branding to both an abstract pair of shorts and a UI style tile, to show the application of the design. I didn't want the bright colours to continue all the way through the branding, so I muted the web design with a black background. This also separates the brand from high fashion, which often uses white backgrounds to represent purity and cleanliness.
- First, I listed words that the business name and description brought to mind. I've highlighed the ones I wanted to work with in pink.
- I used Picular, which is a search engine for colours, to find brand colours that related to electricity. I wanted something that felt "neon" without being too bright, which would hopefully give a UV light feeling to suit a club brand.
- I wanted a modern typeface for the logo, since it's an online music business, but nothing too flashy since the description says that they want to "convey a sense of glamour". I was aiming for something that might suit a high-fashion brand as well. I settled on a typeface named "Prompt" because it was clean and had round "O"s, which helps with calling pipes to mind.
- Next I explore logo directions. Mostly I was playing with the idea of the word "CONDUIT" moving down a pipe. You can see the logo I settled on in pink.
- I created a simple album cover using the brand colours and the chosen logo, to put them in context.
← Back to portfolio