Year
2015
Project Category
Logo Design
Client
MindMine
Tools
Corel Draw, Photoshop
Introduction
This logo design was one of my first major projects where I also had to highlight my thought process during the development of the project.
MindMine is a consulting company with a focus on human capital development. While consulting for one of their clients, it was discovered that part of the challenges facing the community was an unwillingness for self-improvement and this sparked an idea to support the community in tacking this situation, hence Ontogenesis was born.
Problem Statement
The client was a human capital development consulting company that needed to develop their CSR arm by creating a youth empowerment initiative. From the project brief, the initiative’s mission was to strengthen communities, raise hope and create sustainable livelihood for youths. The management requested that the logomark and font should not be playful like some other youth initiative logomarks. “Our colours should be bold, vibrant, energetic and icons/images used should typify growth-in actual or abstract form. Colours we would like to be associated with include leaf green(or other fresh shades of green), orange, blue and purple.”
When asked about brand personality, the client responded “I would say our personality is Serious, Caring (Nurturing), Contemporary and Professional. These should be reflected in the colour and font choices made.
The Design Process
To create a mood board, I had to look at most of the existing youth initiative logos and try to avoid them as the client did not want something typical.
The outcome was a logo that combined natural sources of energy and life (the sun, vegetation, water).The logo also embodied the vibrance of these elements in its colour scheme.
Shaped as the sun, the logo combined the three major colours of the elements – Orange to communicate courage, confidence and energy; Green to evoke hope and embody growth and prosperity; Blue to communicate trust, loyalty and logic.
