serenitech logo
An information technology consultancy located in Canary Wharf urgently sought a distinctive logo that would capture attention while mirroring the professional and corporate essence of its targeted client base.
The following is a message directly from the client...
I.T. consultancy, focusing on practical affordable solutions.
Technical advice and implementation of solutions.
Realistic applications. I want to use available tools.
Not re-invent the wheel. (Please no tyres 🤪).
Target customer is small to medium to large businesses
who have projects that need support or kick off.
02 investigate
Prior to initiating the design process, a meeting was scheduled with the client to gain a comprehensive understanding of their business, objectives, and desired brand image.
In order to probe into the brief, the client was invited to articulate a list of words that reflect their business and desired brand image, resulting in the following:
Reliable
Trustworthy
Practical
Connectivity
Integration
Workable solutions
03 development
A review of competitor logos and a keyword image search provided inspiration for the brainstorming process. Three paths were chosen for development.
GLOBE
CHAT BUBBLE
MICROCHIP
After initial refinement, the three directions were shared with the client for review and feedback.
04 feedback
I like the blue colour of the middle. It’s gentle. Regarding the world — “done to death” as you noted. The middle reminds me of a chat bot too. And definitely not anything like the right — too hardware.
I’d like to see something not seen… You have
carte blanche.
05 remake
While successfully addressing the essential elements outlined in the initial brief and presenting viable solutions, the client exhibited a greater receptiveness to unconventional design elements. This experience serves as a valuable lesson for future initial client meetings, emphasising the importance of gauging their inclination towards conservative or bohemian aesthetics.
Returning to the creative process, a novel theme centered on animals, notably the universally respected carrier pigeon, was conceived to convey attributes of communication, reliability, and trustworthiness. Incorporating a technological element, the distinctive globe connection pattern was seamlessly integrated into contemporary geometric patterns commonly observed in popular animal illustrations.
05 finalise
The client opted for the initial option without any requested modifications. Subsequently, variations were generated to suit diverse media platforms, encompassing both dark and light backgrounds. Additionally, compact versions were crafted to accommodate limited space considerations. The deliverables were provided in digital and print-ready formats.
