When early-stage businesses reach out to us, asking for help designing a new brand logo completely from scratch, it can be tricky. It requires a different approach and thought process from re-designing an existing brand. So when CoBreathe reached out to me, asking for help to create their new logo, the first question I asked was: → What does your current brand look like? To which the answer was: → We don’t have one! So we began from the very start with a discovery session to figure out who CoBreathe was. During this session, we found out a lot of key information about them and their mission. What stood out to me was their commitment to bring people together from all over the world through shared breathing. This insight created our starting point for the design. How do we create a logo that encompasses this mission in a simple, memorable mark? I started by drawing circles, a lot of circles, the thought process was to represent breathing through these circles. The concept of the final logo I designed in the first few hours of sketching, however it wouldn’t be until a number of refinements later where we came to the final design. Why? The first design involved a bunch of circles forming one bigger circle. The idea: → Create a visual representation of people breathing from all around the globe. The idea was good and it worked, but I realised quickly that once we began scaling the mark down, it was losing legibility. To solve this problem, we refined the mark by reducing the number of circles to as few as possible without losing the initial concept. By doing this we not only improved legibility at smaller sizes, but also created a bolder and stronger mark that could live on it’s own across a number of applications.