PROX-TECH
Logo for Tech Startup
Summary
Client
ProX Tech, a tech consulting firm in Malawi, East Africa
Role
Graphic Desiginer
Output
Logo Design
Goal
Create a brand new logo that represented both the goals and objectives of the consulting firm.
Duration
1 Week
Tools
Adobe Illustrator
Adobe Photoshop
Discovery
Competitive Analysis
Researched logos and brand presence of 12+ tech firms & ux research companies to discover common trends that I could use for my own design.
Through research, I discovered that most of the logos were simple designs with basic two-dimensional shapes, and a 2-3 color palette.
Heuristic Evaluation
Detailed review of ProX Tech documentation to understand the company’s goals and objectives.
Define
Identified Theme
Align on Requirements
The theme of “connectivity” was implicitly mentioned multiple times in the ProX-Tech’s Profile Report. This made “connectivity” an important aspect to represent in the final logo design.
Use colors in current company materials: Orange #F7941D, Teal #104B48, and Blue #262262.
Use font style that complements the current company materials: San serif font.
Emphasize graphics in the logo instead of text.
Design
Early Sketches
Created 15 rough sketches in Photoshop on an iPad based on the research and incorporate the themes of connectivity and technology.
Initial Digital Designs
Created 9 variations of higher fidelity icon designs based on the initial sketches that best represent the brand.
A few of the designs in the first iteration ended up being heavily changed from the original concepts in the rough sketches, as I felt the designs were complicated, in comparison to the company logos that I had researched, so I simplified the designs.
Iterate
First Reiteration
The client decided on the “triangle/’s’ curve” design.
Made alternate variations of the design with different lines and shapes.
Added the ProX-Tech name with three different san-serif fonts based on the clients preferences
Second Reiteration
Created an initial design, placing the text within the design.
Wrapped the text around the circle, to give the text a stylish flair.
Used the Calibri font, as per the client’s preference
Created eight more variations of the same design, with different versions of the curved line, different sizes for the graphic, different outer shapes, with different colors for each
Third Reiteration
The client wanted the text to be straightened, instead of being wrapped around the shape.
In addition, he was more perceptive to the logo variations with the circles, instead of the squares, so I got rid of the squares for this iteration.
Variations of the graphic were kept, as the client expressed no preference for any of them.
Final Reiteration
The client showed us examples of other logo design he wanted to emulate, so the final iterations took the previous designs, and modified them based off of the examples.
In addition, he wanted the slogan for the company to be included in the designs as well.
He also wanted to experiment with the colors featured in some of the examples.
DELIVER
Ultimately, out of all the iterations of the design, this was the version chosen by my client.
After the design was approved, I made some last minute changes, mostly to the curve in the graphic, and sent the enlarged file to him one last time.
