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.
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.
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.
Putting it All Together
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.