I was contacted to create a logo for a technology consultant start up. The main idea they wanted to portray was clean and simple, but the tech aspect needed to be obvious. They also wanted to make the main color orange work if possible.
The logo needed to have multiple facets, both a wordmark and a symbol or letter mark that could be used in smaller areas. I investigated some fonts for my starting point, and based the symbol and letter mark sketches off the fonts. These options were sent to the company for feedback on overall design, color, and font.
The concept of the “P” pivoting around itself was a clear winner, but they wanted it simplified. I removed the pivot steps between the starting and end points and realized it resembled a “P” and “T” even more closely than the original. Not wanting the pivot notion to get lost, I sketched options with gradient levels to signify the steps and sent them off to get evaluated.
The natural gradient was preferred over the solid step approach. I created all versions that they needed, including full-color, black and white, and inverse, and documented basic brand specifications like colors and font.
