#503branding

Having decided on the main logo to take forward, I next moved in to Figma to cleanup and refine the sketches I have.

Whilst I was at it, I also went back and recreated some of the other sketches I made, to see if anything works better on the screen.

I mostly stayed with the original concept, playing about with the proportions of the negative space and rectangular forms.

After some refinement, I ended up creating specific proportions for spacing and grid structure 

Which then leaves us with a final logo of this!

https://work.synthesesia.com/

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At this point in the project, there is no more refactoring or opportunities to drastically change my brand.

That being said, I have also produced a short brand guideline document to outline the entire brand, from logo and colour palette, to typography and grid structure.

I don’t think that it had been mentioned before officially, but I have been using this beautiful typeface ‘Euclid Circular’ almost all the way throughout the project, as typography was one thing I wanted sorted out as early as possible.

With the brand changing art direction, I looked at my earlier poster designs, and refactored them to feel more in line with the new aesthetic.

Here’s a small selection of the colour variations and layout.

I’m also trying to incorporate the logo much more in the brand, where it takes up as much space as it can.

Continuing from the decision to shake up my brand design. I delved into more of the aesthetics that were mentioned, of using bright neon colours, with a dark colour layered on top.

I also looked at old gig posters for inspiration. In doing so, I’m really really liking this particular aesthetic, and I think it will suit Synthesesia really well, as it all related to music and going against the status quo.

This might be quite late in the process, but after mulling over my brand, I’ve decided to change the aesthetics and colour choice used throughout (from posters to colophon report).

After some conversations around the use of the holographic style, it seems as though it gives a corporate vibe.. which is definitely not what I’m trying to go for. On reflection, it doesn’t seem to be overly clean and ‘manufactured’.

After a few rounds of sketching, I *think* that I’ve found a direction that I really like!

Essentially I’m left with the shape of an ‘s’, but it’s built out of thin negative space gutters, and rounded rectangles.

It might seem very straightforward, but I think when it’s displayed at large sizes it will be striking and catch the eye. Sometimes complexity brings confusion... y’know?

With the main logo direction set, I took pen and paper to sketch out some logo concepts I had. After some thought, I felt that just playing off the shape of the ‘S’ will be the simplest and smartest direction to take the brand.

Looking further ahead, I’d like to extend the logo to use elements as graphic devices, for things like printed documents or posters. Using the ‘S’ already provides multiple avenues for graphic devices.