We wanted to unify the brand for our product and company. So we went back to the drawing board and came up with a logo that better represents who we are and what we do. We are pretty excited about it. We hope you are too.
Creating a unique mark that can stand alone, even without our name, to represent our brand and our values. The mark needs to be the simplest visual expression and essence of our company (simple in both concept and aesthetic). Aesthetically, the less detail the better, so the logo can work small or large, color or no color.
Our current CueThink identity was meant to represent just the brand and not the app (The app was previously named Quantum). After thorough research in the branding and product spaces, we decided to make the app and the brand under the same name. Therefore, the identity design we initially crafted needed to be re-designed to accommodate both the business and product side of our company.
"Feedback" & "Process". Feedback occurs between students & teachers, students & students, parents & students and parents & teachers. The interaction and communication that occurs between the students using our app creates an approachable and collaborative space for problem solving. We encourage process over the correct solution. Process occurs when the student solves the problem. We provide them with tools to encourage them to slow down and go through the process of problem solving. By slowing down their process it helps them to relax and think. The visuals we explored, mainly focused on these two attributes of our brand. The visual was a result of a synthesis of both of these.
We combined an abstracted quote mark with an abstracted lightbulb. The most recognizable icons of "social", "innovation", "technology" and "thinking" are organically circular, which helped us to create an approachable identity. Icons that have rounded edges and are circular in nature, are perceived as softer and more personable. By using the lightbulb as the counter-form, we are looking to create an "aha" moment for our viewers. Creating an "aha" moment for users of the product and our brand is important when working with brand loyalty, because this moment of discovery gives the user the feeling of accomplishment when they recognize the counter-form as more than an arbitrary shape.
The FedEx logo is an example of a logo that has an "aha" moment. The counter-form between "E" and the "x" is an forward facing arrow. The arrow represents the forward movement that the FedEx brand emphasizes with their service. The logo works strongly without the user discovering this arrow, but when they do they feel a sense of accomplishment and achieve the "aha" moment.
Our icon needed to be recognizable, and friendly to students (our target audience). Rounded forms that are based off of circles were explored for this reason. No sharp edges or corners are in the logo because they often invoke an intimidating, harsh feel. We want the students to feel relaxed while using our app and while interacting with our brand. The typeface Gotham was chosen because the entire typeface is based on circles within squares. The typeface gives our brand a sense of stability, when juxtaposed next to our playful icon.
All in all, our new identity aligns with our updated values and mission, focusing on the student process, and the feedback loop that occurs when students collaborate using our app. We hope that our users feel the same approachability we want our brand to project. Does our icon give off the playful and approachable feeling that we intended? Let us know. We'd love to hear from you.