The design process of SoJo’s logo involved many layers of opinions and concepts – all with the main purpose of engaging and introducing viewers to the project. We were looking to create a logo that satisfied the eyes from an aesthetic perspective, but also wanted to ensure that the logo communicated the aims of our organization and symbolized what SoJo represents.
We explored both text and character based options. Daniel focused on text-based options to fit-in with the common, clean Web 2.0 design trend. Bill attempted many iterations of a hand-sketched font (similar to a handwriting typeface) to create a friendly, non-rigid, and personable feel to the logo. Eventually, we decided on a friendly character would be ideal to add to a fresh sans-serif typeface. It was ideal to do so because the sans-serif type face would contrast with the sketched logo and together they would further enhance both aesthetics.
When it came to colour, green and light blue were discussed to be the most relevant to the project; being very bright, natural and eco-conscious colours. When looking at a colour wheel [http://db.tt/AiIDacF], we discovered that blue what over-used on many social-oriented sites online and by default opted for the lime-green. Ultimately SoJo's brand identity expresses the positive, youthful energy of both the team behind it and the online tool itself.
SoJo embodies a “do-it-yourself” attitude, where it is up to the user to build and create their visions and implement their projects for social change. We played around with many concepts of an architect’s blueprint, work-in-progress idea – which explains why our mascot looks a little rough and incomplete.
SoJo is very fortunate to work with a talented design team to create this logo, among other things. When designing your logo, the following questions may help guide you through the process of creating multiple iterations – to finally reach a final product that you are proud of:
- What is the purpose of the project, and thus, what is the functional/communicative aim of the logo?
- What are the engaging aspects of the project that you are trying to communicate?
- How does the logo reflect/reinforce the nature of the project?
Below is a random selection of logos that were integral in coming up with the design we have now