SKETCHES
sketches
FIRST LOGO ITERATIONS
I knew that this logo had to be simple, scalable, and have a rock solid concept. The feel I was going for was one of a gigantic medical megacorporation.
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SECOND ITERATIONS & FEEDBACK
I went in an experimental direction with my second round of logos, but it ended up going too far and scaring my classmates.
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COLOR
All color in the DOUBLEYOU brand revolves around the teal accent. This color is used to signify important elements in text, like headers or the company name. It is supported by an off-black that can blanket the page without being overwhelming.
TYPEFACE & ACCESSIBILITY
Futura Bold was used for the logotype, as well as the body text. I wanted a geometric sans serif typeface that would reflect the no-nonsense approach of the company.
For accessibility and guidelines, the teal color cannot be used on white, but it performs well on black. These conclusions are based off of the Web Content Accessibility Guidelines (WCAG) AA standards.
FINAL
For my final logo, I went back to some of my earliest sketches. I chose to repeat a 'u' shape to create a double U, playing off of the brand name and the very basic concept of cloning. Two identical mirrored shapes combine to create a simple, effective, meaningful mark.
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APPLICATIONS
My favorite thing to come out of this project is this legal liability release form that I made, with some special legalese.
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My legalese document. Feel free to read, but I'd be wary of signing.
Please sign here. . .
Billboard advertisement that establishes a brand voice.
