Jul 27, 2009 0

Allow branding to inform your designs

The last thing you want is a logo, website or business card that misrepresents your company’s brand. Noticing this discrepancy, I worked with Metric Lab (formerly Active Comm Labs LLC) to rebrand the company’s identity. Part of the process involved evaluating the existing brandmark (logo).

The original brandmark

I strongly believe design is a visual language we all can understand. This is what the logo says to me:

The rotating arrows indicate that I am about recycling. The A and C monogram indicates a connection to my old and traditional past. My typeface illustrates a creative yet not-too-creative character. And my company name indicates a Limited Liability Company that is active in Comm (whatever this means). By the way, I provide “User Experience and Human Factors Research.”

The original logo illustrates a huge misuse of design vocabulary. In order to generate a logo that accurately represents the company it was important to clarify what makes it unique.

Redefining the Brand

This is how the founders redefined their company:

  • We help companies create product experiences and brand loyalty through consumer insight.
  • We are an exceptional company that is able to conduct and translate user research (metrics) into logical and easily digestible data (readable stories).
  • We do rock-solid research, and we have the skills to work with anybody.
  • We believe “Metric Lab” is a more accurate name for our company.

With these definitions in hand, Metric Lab and I now had the context to guide us in the design process. These definitions conveyed focus, excellence, skill, research, communication, and a new name, Metric Lab.

The New Brandmark

As you saw at the very top of this page, the logo went through many drafts and revisions. In the end, we chose a square with the letters “mL” and the company name, Metric Lab, under the initials, centered and evenly spaced. The square represents structure and stability. The lowercase “m” and uppercase “L” create enough rhythm to kept the logotype from becoming too hard-edged. The typeface, Klavika, was chosen for its solid, reliable and legible character. The company name was then set to small caps with a bit of added letter-spacing (tracking). This design works well in one-color or multiple-color combinations.

This focused, bold and distinguishable brandmark literally gives Metric Lab foundation for its newly redefined company.

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