THE PROCESS The discovery was an email brief and limited to further questions. The research, on the other hand, showed many logos with similar animals. As children, we are familiar with stuffed toys such as teddy bears or lion cubs.
BRAINSTORM: Preservation, Life, Habitat, Passion, Personal, Investment, Animal, Unique
INITIAL IDEAS Many ideas to draw from, some were hard to include, without making the logo too complicated. A multicolour butterfly is representing life for its short cycle, the importance of habitat and preservation. Also, its uniqueness in as a symbol.
TYPOGRAPHY Tried many typefaces, some were too soft and did not send the message of seriousness and investment. The stern and sharpness of the font in the world complemented the delicate butterfly curves and colours.
THOUGHTS AND CONCLUSIONS Many animals sketched, but the amount of animal base logos out there most did not “make the cut”. The butterfly storyline was one that gathered all the essence of the brief and brainstorm. The typeface is making it imposing.