Project
Branding/Logo Design
Problem
WAAPI (Workflow Abstraction API) is an internal Leidos application created for use in building workflow-dependent software. The management and team of developers came to me to design a logo that would be used in the application, in documentation, and in both corporate and client-facing presentations.
Process
After learning about the application and it’s uses from the development team, I sketched many initial thumbnail concepts. I then narrowed my sketches down to a handful of ideas to turn into digital renderings. I built these in Illustrator, then presented them to my colleagues and the dev team for feedback.
I wanted to present a range of ideas, some using only stylized letterforms, some using a mark and acronym, and others using only a mark that could be shown alone or with the full name of the application.
I focused on a few concepts relating to the workflow builder. Many of my designs played off of a building block concept using interlinking geometric shapes, while others played with a more literal representation of the workflow elements, showing the tree structure.
At this stage, I was only working with black and white versions to ensure that no matter what colors I used, they would be readable if printed in black and white.
With the feedback I received, I narrowed my options down to three versions that had gotten the most support. I further refined them and presented those options with multiple color variations as well as a black and white version. I also showed three commonly used size points based on potential uses to show how each logo would scale.
Solution
The final solution uses a two-tone blue mark accompanied by the WAAPI acronym. There are both vertical and horizontal layouts for different use cases, and a black and white version of each.
I used Gill Sans Semibold for the acronym because it is easy to read even at small sizes and the angle of the W and A align evenly. The mark still incorporates the geometric shapes that were used in many of the sketches, but the team preferred the letterform representation over the more abstract concepts. I used two different but complimentary tones of blue to differentiate the W and A letterforms within the mark.
The completed logo is clear, concise, and versatile. It is simple and to the point while still being aesthetically pleasing.
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