SaaS startup logo and brand
SaaS startup logo and brand
Brand personality emerges in client conversations, which leads to strong logo concepts, and eventually a mark that represents a new company with a passion for clarity.
Duration
1 week
Client
New SaaS Product
Overview
In brand workshop meetings, it became obvious that this client was not interested in anything that felt fluffy or unnecessary. This perfectly reflected the nature of their SaaS product, which is for simplifying industrial RFP and proposal writing. Anything that stood between a user and understanding the message, then eventually using this new product, was out of the question. This might sound like a creative nightmare, but it was actually a perfect kickstart for a visual theme: clarity.
Logo Design
Overview
Logo Design
In brand workshop meetings, it became obvious that this client was not interested in anything that felt fluffy or unnecessary. This perfectly reflected the nature of their SaaS product, which is for simplifying industrial RFP and proposal writing. Anything that stood between a user and understanding the message, then eventually using this new product, was out of the question. This might sound like a creative nightmare, but it was actually a perfect kickstart for a visual theme: clarity.
The challenge
The reason clarity emerged as so important was in developing initial messaging for the product. SaaS messaging can get bogged down in jargon, and nobody has ever converted a lead by boring the audience. In support of engaging messaging, my challenge was to build a similarly engaging visual brand. This case focuses on the logo development process.
The challenge
The reason clarity emerged as so important was in developing initial messaging for the product. SaaS messaging can get bogged down in jargon, and nobody has ever converted a lead by boring the audience. In support of engaging messaging, my challenge was to build a similarly engaging visual brand. This case focuses on the logo development process.
The approach
Based on the goal of clarity, and with some audience info from the client, I started off with some quick sketches to get calibrated. The client’s first concept was based on an infinity sign (to show a continuous process) so I started some concepts from that shape, and since the audience is heavily IT-focused I also did some early concepts with brackets, “data blocks”, and ideas like that. Beyond that, the client wanted things geometric over flowy, and leaned toward literal ideas as opposed to overly-conceptual ones. The sketches led to digital exploration pretty quickly (way better for straightforward and geometric ideas), which helped solidify three ideas for presentation.
The approach
Based on the goal of clarity, and with some audience info from the client, I started off with some quick sketches to get calibrated. The client’s first concept was based on an infinity sign (to show a continuous process) so I started some concepts from that shape, and since the audience is heavily IT-focused I also did some early concepts with brackets, “data blocks”, and ideas like that. Beyond that, the client wanted things geometric over flowy, and leaned toward literal ideas as opposed to overly-conceptual ones. The sketches led to digital exploration pretty quickly (way better for straightforward and geometric ideas), which helped solidify three ideas for presentation.
The results
The orb-wrapped infinity and arrow concepts were both well-received, but not as well as the hexagonal initial shape. The client was elated to have a logo that felt like it represented the company. From there, I built the rest of the brand with the elements pictured, as well as 30º angled cutouts and lines to reflect the hexagonal geometry in the logo.
The results
The orb-wrapped infinity and arrow concepts were both well-received, but not as well as the hexagonal initial shape. The client was elated to have a logo that felt like it represented the company. From there, I built the rest of the brand with the elements pictured, as well as 30º angled cutouts and lines to reflect the hexagonal geometry in the logo.
Highlighting Design
This was a scenario where writers and designers working side-by-side made both parts of the work stronger. If I hadn’t been in the meetings about messaging strategy, it wouldn’t have been so easy to understand what the client wanted the brand to express visually. In turn, the client’s satisfaction with the visual feel of the brand meant we struck on a mood to use in writing our clarity-focused messaging. We had a very successful website launch and initial awareness campaign, and we’re excited to see the platform’s performance going forward.
Highlighting Design
This was a scenario where writers and designers working side-by-side made both parts of the work stronger. If I hadn’t been in the meetings about messaging strategy, it wouldn’t have been so easy to understand what the client wanted the brand to express visually. In turn, the client’s satisfaction with the visual feel of the brand meant we struck on a mood to use in writing our clarity-focused messaging. We had a very successful website launch and initial awareness campaign, and we’re excited to see the platform’s performance going forward.
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Tell me what you're building
Let's cut through the noise and bring real strategy to your project.
Setup an intro call
Tell me what you're building
Let's cut through the noise and bring real strategy to your project.
Setup an intro call
Tell me what you're building
Let's cut through the noise and bring real strategy to your project.