The Variable logo design process went in many directions before we arrived at the final version. The initial brand name was different and the team had done some early design exploration through AI. I began by expanding on their present vision, but the more we reviewed that design direction, the more the founders realized they wanted to explore something new. After a company name change to Variable, we started from scratch with original concepts. After a fresh discovery session, we arrived at the handwritten wordmark. Early on we had a toy block graphic element that accompanied the logo text, but shifted that to the hand-drawn triangle graphic element to maintain minimalism while still depicting early education.