Logo Design Process

Before I began sketching I did some research and different logos as well as create a board of inspiration for the the ISA Technology Rebrand.

Logos of companies I put together that involves technology.

Afterwards I did my research on the company as well as examine their current logo.

This was just a quick overview of what the business is and market research of who and what the business is for. Most of this knowledge came from me being a long time customers of theirs while other bits of information came from their website: https://www.isatechnology.com/store/

Original Logo

The current logo is pretty clean and self explanatory. It’s made clear to me as a designer that it’s a business in the tech industry and it is known by the name ISA (as it’s in bold). Over the years, I generally don’t think anyone has a problem with it because of them being in business for so long. But where I see problems with it is that if this business chooses to expand, they will run into some usability problems with the logo.

Afterwards I started sketching on what that next problem could be.

I used mostly pen because I had this ideology that you should cement your ideas and not let them perish into the air because work without ideas is stagnant progress. I learnt this from a literature teacher in high school.

After sleeping on these sketches for a few day, upon realizing that none of them worked, I was reminded off a brainstorming technique which gave me clarity on what I needed to look for when carrying out these sketches.

This was a mindmap of thoughts that came to me when I thought of ISA ‘s tech and printing services.

Below this is the immediate sketches that followed through while thinking which dots to connect (pun intended).

The last sketch was the concept that I ran with.

The is the work that followed after settling on a concept. I go more indepth on some of it.

On the upper left side of the above images you can see I was testing out different typefaces, in which knowledge from the typography class became very handy. I settled in on the typeface, Activitic. The reason I chose this typeface was because it was bold (not too bold) also it has this modernistic, but also simplistic feel to it that felt suitable for the brand.

After adjusting some of the kerning. The ISA wordmark was finished. You can find this typeface on Joel Maillot’s behance at https://www.behance.net/maillot-joel.

After designing the logo I did some research on colours and meaning,(which you will see in another post).And these were the colours that were chosen.

Above is the two colours that were chosen along with the hex codes of both colours.

The first colour chosen, (similiar to sky blue whose hex code is #5D8ED7), was chosen because seemed to be most suitable for the rebrand, mainly because although I’m doing a rebrand I still want maintain some form of connection back to the original brand identity so it doesn’t result as a big shock to the consumers nor alienate the brand within its own industry. The second colour was chosen to analogize the second colour to give the brand a bit of contrast and create interest for it.

This is the design of the logo in colour and black and white.

ISA main logo as colour variation animation.

Applications Of The Logo To Different Media

While designing the logo I realised that I would be used as their signage as well as their mobile app. The difference would be in the variation in size and what is understood. The smaller the medium, less would have to be shown due to our inability to comprehend detail at a small scale. The larger the medium, more would have to be shown otherwise we would miss out on the opportunity of having potential customers understand what we’re really all about.

This is why I created this Responsive design system.

This is to optimize the use of the logo so it can be adjusted to whatever medium it can be used. Simpler term, it increases the functionality of the logo.

Usage of the responsive logo in 2 out of 5 outcomes we had to do.

Outcome 1

The following result decided in outcome 1 was thought out through the lenses of what the B2B clients will be more open to. Meaning that this is what they’ll see most of the time.