The objective was to create a clean an simple brand identity, consisting of a wordmark and symbol mark, that is representative of technology and utilizes orange as the primary brand color.
To maintain a clean feel, I aimed to use simplistic, soft shapes. Drawing inspiration from radar lines (or whatever you’d call them lol) and pivoting axes, I explored geometric typefaces and began sketching concepts using a few different fonts. The first sketches were made using only black to focus on the shapes and negative space, adding color later to make the concepts come to life.
After sending an initial round for feedback, the team chose to move forward with the concept of the “P” pivoting around itself. Refining this symbol required investing ways to simplify even more for legibility at small sizes. During this refinement process, I sketched concepts that eliminated the “pivot” steps, leaving only the starting and end points to accentuate the “P” and “T” forms within the symbol. Not wanting the notion of pivoting to get lost, I experimented with visualizing the “steps” using color blocking and gradients.
The gradient approach was decidedly the strongest, and the final assets were delivered: full-color, grayscale, and inverse variants of the wordmark and symbol mark.