Reactiflux Podcast

I structured a project timeline, outlining crucial phases: Competitor Research Analysis, Mood Boarding/Worksheet Review, Logo Sketching & Review, Logo Shape Refining, Color Exploration/Implementation, and Finalizing Design & Style Guide.

It was pivotal to secure client buy-in, ensuring their understanding of each step's significance and the roadmap leading to the final deliverables: a logo, font and color palette.

In the initial stages of our project, I requested a list of competitors from the client, including websites like InfraCloud, Humanitec, Qovery, and Porter. Conducting a comprehensive audit of their visual identities, I discovered intriguing patterns.

Colors
Across the board, brands in this space are targeting developers with a preference for dark mode interfaces. The prevalent use of blue-purple hues resonates across these competitors, exuding both luxury when paired with darker tones and creativity when juxtaposed with lighter shades, creating a cutting-edge vibe.

Type & Shapes
Moreover, sans-serif fonts are a popular choice, enhancing the modern appeal. Notably, a recurring theme emerged – the incorporation of box/package imagery and hexagon elements in logos, creating a strong, cohesive visual identity within the industry.

During my competitor research phase, I engaged the client in a valuable exercise by having them complete a brand strategy worksheet sourced from Column5.

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This resource delved deep into core identity, target audience, verbal identity, brand voice, and a visual identity checklist. My intention behind this activity was to gain a holistic understanding of the client's vision for their brand. It not only provided crucial insights but also proved to be an enjoyable experience for them.

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From the worksheet, it became clear that the client aimed to be perceived as simple, reliable, and effective. They desired their customers to feel understood, stable, and refreshed, forming the foundation for our subsequent design decisions.

In my quest for the perfect visual direction, I initiated a moodboarding exercise using FigJam, delving into the realm of possibilities.

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Armed with technical terms like "service cloud provider," "software as a service," and "developer experience," along with mood-enhancing phrases such as "simple," "reliable," "effective," and "progressive," I scoured platforms like Dribbble, Behance, Pinterest, and Google for inspiration. After meticulously curating a diverse collection, I presented these options to the client.

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Their active involvement was key; I encouraged them to leave comments on elements that stirred strong reactions. This interactive feedback loop became instrumental, guiding me to narrow down the logo's shape and overall vibe in alignment with their envisioned brand identity.

I meticulously organized my notes, drawing valuable insights from the client's recommendations, which encompassed the concept of a bridge and icons of data servers.

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With these insights in mind, I delved into extensive research and began sketching various designs in Procreate. These concepts integrated elements like bridges, stacked servers, hexagons, and a flat design approach, emphasizing bold, simple shapes and a two-tone palette.

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To maintain focus on the logo's form, I consciously opted for a black and white design strategy at this stage. Afterward, I reviewed my sketches with the client, presenting a range of options. Together, we selected a few designs to move forward with, including the circle with layered stacks, the hexagon, and a bridge with overlapping stacks.

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The client expressed particular enthusiasm for these options, setting a clear direction for the next phase of the design process.

I transitioned my initial sketches into Figma, refining them into polished versions and experimenting with a myriad of shapes, fills, and line weights.

My focus was to curate a selection of distinct shapes for the client to choose from. Following their decision, I infused the chosen design with vibrant colors. Inspired by the Houston Dynamos' brand palette, the logo came to life in hues that resonated with the client.

While experimenting, I explored both flat color designs and subtle gradient variations, always mindful of maintaining the logo's bold simplicity.

As we honed in on the ideal logo mark shape, I meticulously tested its compatibility with various typographic styles.

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We began with Inter, but the client expressed a preference for the rounded elegance of Visby CF, appreciating its distinctive curves. With the font chosen, we delved into fine-tuning details, experimenting with different font weights and exploring creative logomark placements within the type itself.

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This process was crucial, ensuring seamless integration and harmony between the logo mark and the chosen typography.