Joshua Smith, founder of
Josh Smith was a coworker of mine at
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.
We explored the idea of having the logotype resting on a coordinate plane, as well as some basic standalone icons for the brand.
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.
We finally touched upon a hybrid concept, falling back on the dotted arrow style.
Next, color choices seemed infinite, so we narrowed it down to feeling: blue to feel credible, and red for motivation.
The final color combination was chosen as seen below in a business card design: