Spruce interactive



Logo design for energy consumption tracking software company.

Project Type: Branding

 Details

The Discovery Process

Creating a brand for a new company is an exciting process. As designers, it’s our job to reach deep, working our way into the crevices of a company, and to convert its nascent potential into a fully fledged brand. All movers, shakers, and entrepreneurs endow their creations with an energy that propels them forward, but it’s all too often a wild and unwieldly energy. We capture that enthusiasm and mold it into a cohesive brand, filtering down dozens of good ideas until we arrive at the one logo, the one aesthetic, or the one color that truly represents a company in all its multifaceted splendor. The whole process starts with a single question: Tell us what you love. Below are some of the documents we passed across the desk to get the wheels turning with YourGrid, an early stage startup focused on home energy.

Your Grid Mood Board

The Perfect Symbol

We start the logo process in black and white. This focuses attention on the choice of a symbol. In this case, we were circling broad notions of home, energy, conservation, connection, power, and efficiency. We then translated these (literally) iconic themes into logo ideas with an oblique take on some familiar imagery.

Your Grid Logo Comps

Your Grid Logo Comps

Icon Refinement

We always tell clients to focus not on the logo that wows them at first glance, but on the logo that looks good the next day or next week. In this case, we landed on a set of variations focusing on the home motif, with a circular modification to suggest renewable energy. We continued to refine the contours of the shape, ultimately landing between the two extremes shown below.
Your Grid Logo Comps

Putting it All Together

With the logo in place, the font practically invited itself in. We very quickly decided on a mixed weight name with a blue gradient color palette, and YourGrid was off to the races.
Your Grid Logo Final
Your Grid Logo Final

The Website

With logo creation behind us, we moved on to provide YourGrid with visual mockups for presentation purposes. We worked closely with the founders to gain a complete understanding of their platform, and drafted the sketches below to help realize their vision in full color for the very first time.

Talk to Us

Wise men have said, "All good things must come to an end", and so it was with Spruce. We began our first project in 2006, and completed our last in Fall 2013. It's been a wonderful experience, but now it's time to begin the next adventure.

Though...we wouldn't want to leave you hanging, now would we? Here are our top recommendations for world-class branding, design, and web development:

  • Kristina (KJ) Parish and Beam Collective:
    KJ provided the artistic vision that allowed Spruce to succeed, and we still think she's the greatest designer in the entire world. She's started a new collective with some talented developers, and is covering much the same territory as Spruce--design and development all under one roof, with a caliber of service and professionalism seldom seen in this business or any other. If you like what you see on the Spruce site, then definitely get in touch with KJ at kj@beamcollective.com
  • Permanent Art & Design
    Permanent is a nationally recognized design & branding firm out of Minneapolis, MN. They've been a long term collaborator and strategic partner over the past couple years, and we'd recommend them for medium to large sized businesses/organizations who are serious about putting their best foot forward. In addition to design, Permanent offers strategy and marketing services, plus in-house and networked developers. For more information contact Joseph Belk joseph@permanentadg.com
  • Nate Thompson
    A freelancer, Nate reminds us of ourselves back in the day. Smart, communicative, and skilled, Nate is our recommendation for small to medium sized businesses/organizations who have sites built on Wordpress or other open source content management solutions. With a background in both design and development, he's a one-stop shop for most web-related tasks. You can get in touch at nate.a.thompson@gmail.com
  • Kevin DeBernardi
    Designer turned developer, Kevin is embarking on a freelance web career after working as the in-house designer at the Museum of the City of New York. He's adept at translating his design ideas into custom PHP code, and is constantly expanding his technical palette. Kevin's a good choice for projects that don't quite fit into the Wordpress mold, and that would benefit from a consistency of presence and vision from design through execution. Kevin can be reached at kevin@analoglifestyle.com