“A logo doesn’t sell (directly) it identifies”, Paul Rand.
To get a logo that people will identify you with is a tedious job. Especially when you are an entrepreneur who wants the best of everything.
I have been familiar with Aura Shastra and have studied color theory to choose the right color family for both the logo and the website.
I wanted to come up with colors that were to be used in every corner of the website, along with the logo in order to affirm the character, personality, culture and soul of my brand.
Now, to decide the design of my logo, I had to research all kinds of logo that ever existed. The amount data I had collected was huge. I had varieties of logos that stared at me from my computer screen. The question was: which one?
I was clear about one thing. I had an unusual name for my venture. I did not want to use what everybody was using. The logo had to be as unique as the name. I did not want the logo to be something superficial, but something that people could identify with, something that inspired a ‘fellow’ feeling. Thus the idea of choosing a mascot, instead of going with any picture or icon. I clubbed two elements in my logo: text and the mascot. I merged these to get what I wanted.
The first sketch of the logo that I had come up with personified me as the mascot in the logo. I then inserted the company name as the text in the logo.
In 2016, the first sketch of my logo came to life on the live website. We celebrated the moment and gathered appreciations from all.
It was not just about the color palette. We had to decide on the font family too. After some tedious research, we decided to use the font named Rockwell: it had a slab serif typeface. Rockwell is composed of circles, straight lines and right angles – it’s simple geometry at its core.
Why Rockwell? Well, because even with all its mechanicality, it seems friendly and warm – two cultural attributes that my company strongly believes in.
This is what it looked like with 3 Primary and 8 Secondary colors.
This was the first-ever thought process we had gone through while designing our website and logo for the company. The Digital Fellow had finally carved a face for itself.
As a team, we are a group of individuals who strive to be better, to outrun our knowledge, to upgrade ourselves as per the newest trends in the global markets and to work ahead of time. Within a year of the launch of our new website, our designer, along with the help of a very good friend who was then working with us, came up with the idea of changing not only the logo but of re-modelling the website as a whole. We wanted to become a better version of what we were.
The calendar read the year 2017. We were working hard to find a way out of these glitches. We had to be better in order to make others better. As it’s always said, ‘Practice what you preach’.
The first logo that we had designed had issues of readability on smaller screens. The circle that surrounded the mascot overplayed the text and underplayed the design. It wasn’t a very user-friendly design. Even from the perspective of design, the character had limitations when it came to portraying expressions. The moustache of the character did not allow any room for any kind of facial expression. Also, the color green was missing from the color palette. We knew we had to fix this.
Thus began our journey of upgrading ourselves and our logo and website.
The second logo was being made with the utmost care and scrutiny so that there were no loose ends. The work began.
In the second logo had a total of 8 colors – 4 primary and 4 secondary. We managed to do away with all the extra colors and changed the typeface from Rockwell to Raleway. It is one among Google fonts so it is universally available and easily readable. The Raleway typeface was designed with elegance in a single thin weight. This typeface fuses attitude with simplicity.
The second logo had more of yellow, red and green in it: I chose these colours on the basis of my knowledge of age old studies and traditions. The mascot became more visible and the text complemented it well. Both the text and mascot were optimized for small screen viewing. The font weightage was fixed so as to suit the prioritized words. The typeface Rockwell was used specifically because of its warm and friendly look, although it was more to the technical side. This second logo was at par with the latest global trends. It was futuristic. It was perfect.
A few months later, our designer had another idea – he wanted to do something more dynamic. Something more that would refine the expression of our idea.
The closed eyes couldn’t allow the character to express an emotion the way people do. The colors we had used were pastel colors. These made the logo less vibrant and inadvertently made me look much younger. (No surprises there! The logo is based on me!) We wanted to make it look evolved and knowledgeable.
It was August 2018. We decided to change the website, logo and the website design all over again. This time it was more to get it closer to perfection than to just solve the existing glitches.
We had to make the logo in accordance with the Golden Ratio – an important parameter that goes into designing perfect logos. The Golden Ratio is a mathematical ratio: it is used to create organic and natural looking compositions which are very pleasing to the eye. The ratio helps them look symmetrical, visually appealing, more user friendly and easily comprehensible. The use of Golden Circles helps designs look neat and tidy.
We made the first sketch for the third logo. This time we decided to design a mascot/logo that would resemble me much more closely.
The completion of the sketch marked the beginning of another journey; the re-refining of the website and logo for the 3rd time in the 3rd year of our existence.
This is a must, you know. To continuously embrace change and upgrade to meet success. Doing one thing and sitting comfortably in an armchair praising yourself for your hard work doesn’t work. People have to identify your hard work and that this exactly how you get recognition for your work. The third logo we designed was personified, followed design parameters and were made while keeping in mind ‘perfection’.
“You achieve only the half when you aim for the full. So, keep aiming higher!”
In the final logo, we now have only four colors: two are primary and two secondary. The typeface is Fredoka One: it is big, round and bold, perfect to add a little fun to any headline or large text. This typeface goes well with our illustrations, pepping them with humour and fun. It gives us a bolder, unique and round edge look. This time the logo is what we have always wanted it to be.
Ever since the summer of 2016, when it came into being, The Digital Fellow puts knowledge over experience. We have built an amazing vibrant work culture rare in corporate culture. We aim to keep upgrading ourselves and we are our best critics!
Maybe a year or two later, this blog will have another piece on changes and upgradations in our logo for the fourth time.
It’s all about constant change, constant up-gradation, and constant learning.