Sketching is one of the most valuable stages in the branding process. This is a visual exploration that can lead to new ideas that I may have not considered in initial notes and thoughts. During this stage, I just explore what works and what doesn’t to discover which shape expresses a brand's mood in the best way. Sometimes it’s on paper with a pencil, and sometimes it is just rough digital sketches in Illustrator like this particular project.
For the next step, I narrowed the logos to 4 different directions that fit the brand personality and goals the best using sample colours and wordmark examples. These 4 directions were then presented to the client for review and feedback.
Once a direction was selected, I took the client's feedback and solidified the logo further. Light blue was chosen as the main colour to represent trust and intelligence. The dark blue secondary colour represents knowledge, power and integrity.
Iconography was developed to keep consistent with the new hexagon brand shape and main brand colours. Illustration style was kept clean and consistent using white outlines with strong visual concepts.