Role: Designer
Team: Joe Gwodz, H Malvich, Megan Mehalko
Tools: Adobe Illustrator, InVision, Microsoft Teams, Procreate
Project Background
The Ignite team is more than just a tech department, it's a product development and information extraction powerhouse, guiding KPMG and its clients with inspiring solutions and engineering know-how. What they lacked was an individual brand identity and logo to rally around.
Project goals:
• develop a logo this department could use for internally developed and sponsored products (and cool swag!)
• swag & inspo
OUTCOME
• excitement and immediate implementation of the logo across applicable projects
• an increased sense of department identity, and a bomb-ass logo, obvs
PROCESS
My role & responsibilities
• create a collaborative moodboard so that the overall style and feel of the logo could be determined prior to initial sketches
• provide stakeholders with a series of increasingly detailed designs as different options were explored, and organize touch-bases throughout the process to ensure alignment
• hand off the finalized logo and its variations in a variety of file type
Values
We started visual identity work with research of brand metaphors and attributes. Our team came up with a list of primary descriptors, which were narrowed down to the three strongest attributes: flame, spark, and the i-letter.
Refinement
After being presented with a series of exploratory sketches, we identified five different designs on which to elaborate. After additional rounds of iteration based on stakeholder feedback, I created digital versions of two designs. From there, a clear winner emerged, and it was time to explore color and typography options.
Finalized Logo
Spacing and typography were cleaned up, and the finalized logo presented. It was met with positive feedback from the project owner and amongst the greater Ignite team. Has anyone gotten it as tattoo yet? Only time will tell.
Additional Symbols
A smaller mark was requested for use when the overarching Ignite brand sponsored an internal tool or project. The "spark" was isolated and could be used alone or in conjunction with "powered by Ignite" text.
