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Logo Exploration / confused between the 2nd and 4th. Which one do you like?
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I think two levels is right for a logo.
You get it on the first read. Then later you notice the second thing.
If it goes a level deeper, it's usually the designer being too clever. And then the team tends to stop using the logo.
Final direction picked! I love when brands use custom illustration as the main way to communicate with their audience.
Direction discovery should not take more than one week and it should be full of personality! Ready to upgrade your brand?
Impressive :)
A logo is only a fraction of what we deliver.
The real value starts long before design. Understanding the brand, its audience, personality and positioning lays the foundation for every creative decision we make with our clients.
But logo exploration is where things get interesting. It's where strategy begins to take visual form, setting the direction for the entire identity system.
For Tandem, we explored multiple directions built around four ideas: Shared Progress, Simplified Complexity, Continuous Movement and Unlocking Opportunities.
Six distinct concepts. Six different interpretations of the same brand strategy.
Which direction do you think answers the brief best, and why?
