Logo Redesign
The Challenge
Redesign a set of logos used on the experimental development of the platform, so that they have theme and are easier to understand visually.
Overview
Logos should be accessible, dynamic and relevant. Logos need to work well in every medium from print to digital, mobile to TV.
Labs is the underlying connection for three out of four services, as such all logos should have a theme.
In addition, the Videology Platform was focused on optimization using data and analytics (aka science) to bring efficiency and value to advertisers and content owners.
Before my time, a decision was made to call things “Labs”, which is why you will see the logos are designed around a science theme.
Guidelines
Create original concepts.
Use approved Platform or Marketing color swatches.
Create powerful, relevant and fun logos.
Have the logos stick to the Scienece/Lab theme.
Use the original existing logo as a building block.
My roles
Designer
Goals
To align our internal brands and present a cohesive design language across our services, whether internal or external.
What I had to work with
Designs
I started off with some quick sketches on paper, but I already had an idea of the direction I wanted to go so I was quickly able to make the leap to Adobe illustrator.
Concepting in AI
Labs
Labs, was the center of the service and is responsible for the majority of the innovation that happened. At the center of every atom there is a nucleus, and Videology was the nucleus in this case.
The alternate design is presented as a molecule, which contains Videology at the center.
Platform Labs
The Platform Lab contained features that were not production ready.
The Cog/Settings Gear was used to imply that this is an option that can be enabled. Additionally, the beaker & test tube are meant to present the idea that these features are experimental.
Knowledge Labs
The Knowledge Lab was where a prospective customer could go to learn more about our product, through video and text. The beaker upside down resembles a light bulb saying to the user “learn more about our ideas here.”
Direct Connect
Direct Connect was a service that allowed access to Videology data through implementations other than the Videology application. It was viewed as the lifeblood of the company, allowing the company to reach out to users who would have not used the application otherwise. The idea was they would become apart of the Videology DNA and connect to us and us to them. This was why I chose the DNA strand concept.