posted by Geert Leyseele
26 March 2009
Social Signal is a web strategy company that helps business, non-profit and government clients use the latest web tools to engage their customers, supporters and the general public in crucial conversations.
The logo design brief
Design is a collaborative process between the designer and the client so the first stage of the process is always trying to understand the nature of the client's business. Social Signal is a web strategy company that helps business, non-profit and government clients use the latest web tools to engage their customers, supporters and the general public in crucial conversations.
We want the logo to evoke:
- Our emphasis on both the human and the technological (we’re a tech company, but we’re a tech company whose expertise is understanding people)
- Creativity, fun, artistic expression
- A sense of innovation, intellect
- Hopefulness for the future
Look and feel
We probably want a symbol and accompanying text treatment.
Research, thinking process, and sketches
Before we start anything else we do some research in books, web etc. Research is an essential part in the logo design process as this ensures that your logo will differ from competitors for example. We know about competitors because it is one of the questions we ask in our questionnaire. The next stage in this design process is where creativity comes into play and usually the most fun part, namely the sketching cycle. Veerle concentrated in this stage on the 'signal' part.
The people factor and wavy shape of a signal coming from the 2 i’s in the name as sort of antenna sending out a signal. The colors symbolize the diversity of people.
Basically the same idea as logo 1, but a bit more abstract. People socializing, expressing the intersection of social media… The bigger cluster of dots could be the signal-to-noise expression, with the i being the ‘signal’ factor and the bigger dots the ‘noise’.
Here I worked with the ‘signal’ idea like the initial logo, but with a typographical twist and dept effect.
Great work! We were so excited to see these, and have had a lively morning conferring with the team. All of us liked different aspects of each of the three designs, but we all agreed that version 1—the people-as-wave-form—was our favorite, and a very strong representation of both the social/community and tech/communications dimensions of our work.
We did have several thoughts about the current version, and some elements that we liked about the alternative options that we’d love to try incorporating. We’d love to see two or three takes on the first logo that could show some different possibilities.
Before arriving at the final logo Veerle tried another comp but this time without the rainbow of colors.
Client liked proposal 4, but with the rainbow colors instead of the yellow-red range. This version was used as the basis for the final logo.
However Veerle tweaked a few more things before it was finally approved. This is what Veerle did to get to the end point:
I’ve adjusted the colors a bit and went back to the rainbow colors. I think the yellow should stay in place because it creates the perfect contrast with the red. I had to create an extra bright red and an orange-red to make it work. So the green, blue violet stays as it is and there are more warm color variations or steps from red to yellow than there is from yellow to violet. I also tweaked the kerning of the letters a bit and altered the shape of the letter 'g' to achieve a perfect vertical aligning between the 'a' and the 'g' and the 'n' and the 'l'.
What we did
Brand design and consulting