BrightMinds

Josh Smith was a coworker of mine at

where we worked in different departments. We became friends and one day he asked if I could help him design a brand for his tutoring service he was launching. Of course, I agreed. 😀

We started by exploring some basic shapes to represent structure and geometry. The client expressed a desire to communicate upward growth, so we explored that too.

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We explored the idea of having the logotype resting on a coordinate plane, as well as some basic standalone icons for the brand.

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Josh preferred to stick with a solid stroke arrow, so we explored options with and without coordinates, various angles at which to display the arrow, and a few letterform variations to better balance the type.

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We finally touched upon a hybrid concept, falling back on the dotted arrow style.

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Next, color choices seemed infinite, so we narrowed it down to feeling: blue to feel credible, and red for motivation.

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The final color combination was chosen as seen below in a business card design:

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