PITCHD
PITCHD
Logo Design
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THE BRIEF
Create a new logo that better represents the brand
CLIENT
PITCHD
MY ROLE
Design and Art Direction
TOOLS USED
Figma
SUMMARY
Ahead of a website re-design project I was commisioned to design a new logo
PROJECT OVERVIEW
The client got in touch to discuss revising their website and additionally if I could help with creating a new logo.
On review of the website ahead of the call I could see that the site was made up of multiple stock images, various mission statements and some testimonials. The overall look was not cohesive due to different elements in each section not unified in their design look and feel.
On the call we discussed ideas and options and the client wanted to first tackle the logo as a priority to help establish the brand look before moving onto the website itself. The website design was paused until the logo work was completed and approved.
BACKGROUND
The clients business is in creating presentation decks, from scratch or as an update, refresh or redesign to existing decks, and additionally providing presentation coaching for staff.
The company name "Pitchd" derives from the pitch documents and abbreviated by omitting the "e" to give a certain stylistic version that is unique amongst competitors as a brand name.
In our discussions the client confirmed that they wanted to go for a logo similar to what they already had been using, based on text with an icon.
LOGO ANALYSIS
The original logo was made up of the text "pitchd" with an icon that appears to represent a screen device with the letter "P" as a speech bubble.
Whilst the client liked the concept they were not happy with the look and wanted something a little more streamlined.
I proposed to explore some ideas and options around the text and icon combination and share for initial feedback to help confirm direction.
The original Pitchd logo.
EXPLORATION
My process and approach to logo, icon and illustration work is to review the clients ideals, interest and brand direction and also to immerse myself in competitor brand logo choices as well as current design trends and approaches to get a feel for the market whilst keeping in mind the clients goals and mission statements.
First I spent time reviewing businesses that provide presentation decks and made notes on their approaches to look and feel for the website and branding. I also research and review alternative design trends and styles.
Next I like to sketch out some explorations of the existing logo and consider ideas and direction as I played with the letterforms and shapes without restricting myself to any one idea or direction at this point.
My sketchbook, the usual starting point for logo explorations.
TYPOGRAPHY
The client wasnt sure which font was used by the former designer in the existing logo and I looked into this and was able to identify the font as Dalle Light by Stawix Ruecha. This sans serif font has a little stroke weight contrast and sits between geometric and grotesque in its form.
In my explorations whilst I worked with the original lowercase approach I also looked at all caps as an option and already liked the cleaner form.
I was ready to get to work in Figma and began trying out some variations that kept the notion of a border shape representing a device and sent these over to the client as an initial set of ideas for review to check direction, preferences and feedback before taking further.
CLIENTS FEEDBACK
The clients feedback was broadly positive and they liked seeing the variations and asked to see some further ideas developed to help visualise the possibilities and consider direction.
I already had the idea of perhaps using an icon of a tool instead of representing a device screen and wanted to explore that further.
Additionally in the logo layouts document title I used a font I have used in document write ups called Montserrat and I noticed that I liked the clean lines in its uppercase form and decided to explore around this font and review how the name "PITCHD" looks in different weights.
VISUAL ELEMENTS
I was happy with the font choice and started to look at combining this with a new visual element that can establish a relationship to the business and work.
Initially I looked at adding a "play" button into the letter "D" to signify that action or creating a button look, however I felt these may be a little retro looking.
I then explored the idea of using a pencil to signify the creative nature of the business and I worked in Figma to create some stylised icons from scratch so I could use these flexibly as I worked up the logo approach.
Starting with silhouette style in black I then added some colour to see how this would work in combination with the Montserrat typeface.
CLIENT APPROVAL
The client was also happy with the direction and I sent over a further version with a new pencil variation incorporated within the font to represent the letter "i"
And this is the version that delighted the client and was approved with its look, feel and balance. I exported as PNG, JPG, SVG format versions ready for multiple use cases.
CONCLUSION
This project was spread across 2 weeks including client feedback revisions and resulted in the clean stylised logo that the client was looking for and which was put into service right away on the existing website and email signatures.
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