We want to change our logo and brand identity to reflect the new direction our company has taken. Our tagline has changed from "Innovative. Elegant. Reliable" to "Beautiful documents in minutes". We make software products that generate documents, and we want that to be clear as soon as you see the logo. We have been working on some new concepts that should help to guide your work, (attached as "concept group"), and we want to end up with a design that is flexible enough for reverse placement and multiple layout options, as shown in "new logo") attached above.
Here's what we want to change about the old logo:
- dated and young-looking
- heavy, square typeface on the wordmark is suggestive of industrial firms or hardcore game development shops
- the little "K" man is clever but does't say much about the company and says nothing about documents.
- tagline font is an odd choice.
Here's how we're looking for in the new logo:
- replace the horrible Bistsumi wordmark with a more adult and attractive typeface that is reflective of a mature company, and makes sense in the context of business documents. (our concepts shown above use the Roboto Medium typeface for the wordmark, and Ubuntu Regular for the tagline)
- create a logomark icon that is meaningful and expresses one or more of the following concepts: beautiful documents, bringing documents to life, assembling documents, sharing documents
- use a light, no-nonsense typeface for the tagline: "Beautiful documents in minutes"
- palette should be restricted to black, white, and medium grey, and the logo should stand up to being dropped out in reverse on a dark background.
Ideas for iconography:
- folded paper; origami; gears; puzzle pieces - all integrated with an iconographic document
What we don't want:
- lightbulbs; brains; heads in profile; swooshes
The rest of out collateral and all of our product lines use big blocks of bold, flat colours, with no drop shadows. All labels are in Ubuntu Regular for large labels and Calibri or Lato Regular for small labels. We have attached a product screenshot to give an idea of the look and feel we're reflecting in our other materials.