What I Did
Brand Design Internship
And When
Spring 2024
About
For my 4th co-op, I joined the design team at Spearhead Labs. Spearhead Labs is a business analytics company that works with companies to prioritize business health. With streamlined processes, in-the-moment data, interactive visualizations, and business intelligence visualizations, the team aids companies in what matters most at any given time for peak performance.
Approach
For my 4th co-op, I joined the design team at Spearhead Labs. Spearhead Labs is a business analytics company that works with companies to prioritize business health. With streamlined processes, in-the-moment data, interactive visualizations, and business intelligence visualizations, the team aids companies in what matters most at any given time for peak performance.
During this time I had the opportunity to design the logo for Registration Printing, a subset of Spearhead Labs that focuses on providing businesses with easy access to universal print materials.
ApproachWhen approaching the logo I was inspired by the small symbols used in printing to ensure proper color alignment. These registration marks symbolize precision and support, much like our goal at Registration Printing to remain behind the scenes while aligning businesses front and center.
Original Logo
The excessive tracking in the sans-serif typeface makes the text feel disconnected, reducing readability. Crop marks with inconsistent line weights add unnecessary clutter, making the design appear unpolished and detached. The registration marks are treated too literally instead of being represented graphically.
The excessive tracking in the sans-serif typeface makes the text feel disconnected, reducing readability. Crop marks with inconsistent line weights add unnecessary clutter, making the design appear unpolished and detached. The registration marks are treated too literally instead of being represented graphically.
Design Opportunities
To improve the existing design, I used a friendlier and more readable typeface to enhance legibility. I focused on creating a cohesive and clear graphic logomark that visually communicates the brand message. Instead of a literal interpretation, I aimed for a more abstract or symbolic representation that captures the themes of the brand.
To improve the existing design, I used a friendlier and more readable typeface to enhance legibility. I focused on creating a cohesive and clear graphic logomark that visually communicates the brand message. Instead of a literal interpretation, I aimed for a more abstract or symbolic representation that captures the themes of the brand.
Digital Iterations
Five design explorations derived from my sketches, examining the interplay between typography and a graphic mark.
Five design explorations derived from my sketches, examining the interplay between typography and a graphic mark.
Final Four
After presenting two of my five logo iterations they were selected to move foward in the final four, along with two design from my project co-lead. These four were mocked up and distributed in a survey to collect information on which design was the most well recieved by our prospective audiences.
After presenting two of my five logo iterations they were selected to move foward in the final four, along with two design from my project co-lead. These four were mocked up and distributed in a survey to collect information on which design was the most well recieved by our prospective audiences.
Survey Results
The majority of survey participants selected the design on the left, as it most effectively incorporated themes of printing and registration marks into the logo. It was perceived as a modern and friendly interpretation.
The majority of survey participants selected the design on the left, as it most effectively incorporated themes of printing and registration marks into the logo. It was perceived as a modern and friendly interpretation.