I took on this fun side project because I enjoy branding work. I was able to successfully pitch the idea to my manager, who then presented it to the Center of Excellence head. Although there were no further developments, I'm glad I had the opportunity to pursue this passion project.

The Challenge

The current logo faces several limitations when it comes to its practical application. Firstly, it is not suitable for use on a dark background as the black human form becomes indistinguishable. Additionally, it cannot be used with our brand color since we don't have any secondary variants. Secondly, the fine gaps in the grids on the globe pose a challenge when transferring the logo to other mediums. For instance, when printed on a cloth for a branded T-shirt, the fine gaps can become distorted and unrecognizable. Lastly, the gradient used in the globe also creates a similar problem when transferring the logo to a different medium.

Our current logo features a serif font, which was traditionally used for print media such as newspapers. However, with the advent of digital media, it is recommended to use a san-serif font as it is more legible on screens. This is why many blogs use san-serif fonts, and why Calibre has become a popular choice instead of the traditional Times New Roman.

Moreover, italics can also reduce readability, even though it can convey a sense of forward movement, which is desirable in a logo. However, italics tend to create a more casual feel, which is often associated with fun companies. On the other hand, serious companies tend to use straight, heavy, bold, or light fonts to convey their formal and professional traits.

Rebranding

Why so simple

For digital platforms like LinkedIn and Twitter, logos are typically viewed in thumbnail size. As a result, a logo that is simple, clear, and flat in color will be most effective in this small space.

Mockups