Data Meaning
About This Project
This project started off as an exercise, in my own time, to reimagine the logo for the first company I worked for out of college, Data Meaning Services Group. I eventually presented my idea to the Creative Services Director and before I knew it, I was leading the initiative to give the company a new visual identity.
Role
Branding, Identity, Illustration, Art Direction, Creative Direction
Challenge
The original company logo was created by a family member of one of the founders and accurately defined the company’s goal, which was to creatively solve the complex, data intensive problems presented to us by clients. While effective in its message, it was awkward in its presentation. The icon was clunky and complex and its presence dominated the full lockup due to its large size in relation to the wordmark, which already felt constricting and aggressive due to its uppercase letters and close tracking and proximity to the icon. Additionally, pairing the company name with its tagline created an all around busy and unpleasant wordmark.
Process
Not forgetting its past, we wanted the new logo mark to retain a strong connection to the old logo. We did this by drawing on its core graphic element, the cube. Our process involved isolating, extracting, and transforming this shape in order to create an icon that maintained the foundational geometry of its predecessor.
Solution
The new icon is solid, simplified, and features clean lines with gapless edges for a modern, professional look. Removing the strokes that separated the blocks makes the icon more uniform and addresses any issues with printing and embroidery. After shifting the color palette to lighter shades, the arrangement of light and dark shades was changed to highlight the side of the Cube rather than the top. The light source is now at the horizon line, implying that the company is forward-facing and moving toward a “new dawn” of exciting opportunities.
We chose to use FF Utility OT because of its clean and modern letterforms. It communicates professionalism and technical expertise with shapes and curves that make the type feel friendly and personal. Small design details in the “i” and “t” reference the angles of the logo. These give the wordmark a strong relationship to the icon and allow it to distinctly stand on its own. Adopting lower case type for the identity improves the overall shape and softens the brand name by making it less aggressive and intense. The tracking gives the letters breathing room and helps make our company feel open and welcoming.
Applications
