Now, what was Paperbark?

"Create a logo that best represents our intersection between data, new-age AI and technology with out roots for nature and specifically the Paperbark flower."

I love nature. Also, I am curious about the evolving landscape of technology especially when it comes to data and code. I find them to be textured in nature. With the arrival of Paperbark, I had this strong instinct within: This seemed to be the intersection between nature and code. A digitally natural world.

I delved deep within my instinct and trusted it whole-heartedly. The first step was to create a visual mood-board for me to envision the idea tangibly and also to represent it to the client.

Gut Instinct.

There were two parts to this project now. One was the path of the logo, and the other was to develop the web interface examples for Paperbark (which was headed by Ayush Wanjari). These two have in common one key aspect. Visual Identity.

Mental Wavelengths resonated between us. Much as we wanted to ride the wave, we also had to ground ourselves with function with form, and not the usual 'Function over form.' Typography, colour guide and a foundational style had to be set for us to each explore our medium. (Me progressing with the logo, and Ayush with the web.)

The logo had to be in harmony with the visual identity being set-up, and also the simultaneous primary web-interfaces being developed. The theme was agreed upon. The typography, however, was just not there yet.

Serifs, Sans Serifs, all were just almost there. The essence that was Paperbark, was amiss. That first impression, the intersection between nature and data was missing.

There is always one that lurks, and then it is magic.

This represented Paperbark. The organic nature from which it is inspired, where is philosophically resides combined with the stark contrast of the serifs and "sharper" edges that represent the texture of data.

From this, we derived the colours that best represent the philosophy and nature of Paperbark.

From the mood-board, I ventured to represent that holistically. There is a delicate balance between creating a feature that, if tilted to one extreme a little aggressively would either represent a 'Nature' functioning brand, or on the other end, a 'Tech-heavy' functioning brand.

Was there a better path to the logo than to stick with the script of this intersection between nature and data? Could I maybe, perhaps extract more out of it from the abstract?

This is where there let two roads. One path, 'The Face,' was the kind of logo that directly represented what the brand as is, is; what they function as, who they are. Just the one glance and everything according was communicated. The other, 'The Signature,' was the more abstract approach. One that inspires intrigue within a person, who then makes the effort to find out who the brand is and what the brand does. There were two paths of catching intrigue, both functioning in their own charm, and they concluded at almost the same point.

The Face stuck. Gut instinct was on track. Now, the face needed some work, some tweaks. As above, it does not imply that it might be representing a brand that delves in data. The signals of it referencing it are mildly subtle. It needed an ounce of courage, an ounce of strength.

At the end, what we thought was a well constructed 'Face,' we presented. They liked it well and alright but it was evident they were not convinced. Not until they noticed the tiny little variation on the corner of the frame.

Eureka.

The nail was hit on the head.