Previously, I have featured David Pache of Dache on WDW, an amazing logo designer from Switzerland. He is known for designing unique and colorful logos. I’m very glad to have David to share his design process of the WebMYnd’s logo. This case study (written by David himself) provides full creative brief and progress images from start to final. Read on to find out how David got inspired by Wassily Kandinsky‘s art (one of the most famous 20th-century abstract artists) to create this fantastic logo.

Introduction

Last year, I was approached by a startup who required a logo in order to launch a business in the US. The WebMYnd team were 3 MIT and Cambridge University graduates who were very passionate about their product. They had acquired seed funding from ycombinator an outfit which picks enterprises to back and who have an excellent track record. WebMYnd have a product which is a plugin for your browser that turns your web browsing into an extension of your own memory. it allows you to keep a copy of everything you look at on the web, and then allows you to search actual page images and text when you need to remember something again.

The creative brief

The main aspect of their brief was to create an identity which would communicate the idea of collecting everything you look at on the web in one place and to inspire the idea of extending your memory. They wanted to make a tool that people would prefer to use in place of the old fashioned way of bookmarking and tagging websites. They also wanted the logo, or some element of it, as a button to indicate when the plugin was in use therefore colour was of great importance.

Getting started

Initially, I took the brief at face value and brainstormed some ideas. I wanted to create a concept using the initial from WebMYnd and the first concept which was produced as as follows. The simple lines created an abstract reference to a brain (an idea which the client had experimented with but did not like the appearance of a brain. This design captures the essence of a brain but at the same time forming a ‘W’.

getting started

This concept was discontinued however as the ‘W’ was not clear enough and it did not have the presence that the client was looking to achieve. I therefore focused on colour and did some research for inspiration.

I am a great fan of the works of Wassily Kandinsky, a Russian artist, printmaker and theorist. One of the most famous 20th century, Kandinsky has been credited with painting the first modern abstract works. Below is one of these works from which I took inspiration as to the colour palette which may suit the WebMYnd logo. The use of colour is broad yet it is not offensive on the eye and stands out enough to intrigue the audience. This is what I wanted to achieve so all I needed now was the correct design to show these colours.

inspiration

Drafting and development

I consulted the client and the idea of creating a monogram using the ‘W’ and the ‘M’ was decided on to take the project forward. Below are my initial sketches.

drafting

The first of these above gave the best line to work with however I did not like the linear aspect as I would be unable to use enough variation of colour within a single lined image. Below are my developments of the first idea into a two dimensional concept and intersecting these shapes with differing elements to allow me to fill with colour.

drafting

After some re-drafting of one of the concepts, i decided on a wholly symmetrical design where the ‘W’ mirrored the ‘M’ therefore I transferred the design to the Dot Grid Book below. As the design had four elements which were identical in design, I was able to just concentrate on one element which could be copied and rotated at a later stage using the computer software.

sketch pad

guides

Colours

Once the four elements were plotted and finalised, I looked at possible colours. Below are some combinations which I experimented with.

color sketch

I finally decided on the colour scheme below using quite vibrant colours to create a presence but trying not to use garish tones which would offend the eye of the audience.

color stripe

Final colour placement and concept presentation

I tried many combinations. When dealing wit the use of colour in this quantity, it is a case of trying until you find the right solution. Below is the finished design which was selected by the client.

drafting

Delivery and feedback

The client initially loved the concept and used it for a number of months however after some further discussion between themselves, they decided to choose a different design to move forward with however they still retain the rights to the design, should they wish to implement it in the future.

I would like to thank the creators of WebMYnd and wish them every success for the future. It was a pleasure to work on this project and this design is one of the more popular with clients when they see my portfolio. Of course, I welcome any comments regarding this specific article or my design process in general. Thanks and enjoy!

Credits

This case study is written by David Pache. Want to submit your article to Web Designer Wall? Please contact me.

182 Comments

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  1. Lichuan Zhang
    Mar 5, 2011 @ 7:14 am

    u and ur site inspire me a lot !

    Reply

    • Jim Lee
      Dec 15, 2011 @ 1:42 am

      the color is sooo wonderful

      Reply

      • Fabio
        Dec 26, 2011 @ 3:15 am

        Student get more training in eu or canada then i in joy my life

        Reply

  2. trio@gcreatives
    Mar 7, 2011 @ 4:56 am

    great blog post david, nice final logo.

    Reply

  3. syxt
    Mar 15, 2011 @ 1:29 pm

    Want to submit your article to Web Designer Wall?

    Reply

  4. Alejandro
    May 1, 2011 @ 11:09 pm

    I can’t believe they opted for red-yellow-green-blue squares instead of yours! I’m shocked. What a missed opportunity.

    Reply

  5. Sharon W
    May 3, 2011 @ 11:10 pm

    Nice logo, very colorful. Thanks for sharining.

    Reply

  6. goldenboyz
    May 22, 2011 @ 1:31 pm

    nice to see the whole process, a bit more details and this tutorial would be perfect. good luck

    Reply

  7. Jimmy Bovia
    Jun 17, 2011 @ 9:06 am

    Hi! This is my first comment here so I just wanted to give a quick shout out and say I really enjoy reading your articles. Can you recommend any other blogs/websites/forums that cover the same subjects? Thanks for your time!

    Reply

  8. Fred
    Aug 13, 2011 @ 3:43 pm

    கலக்கல் … பின்னிடிங்க பின்னி

    Reply

  9. Matt M
    Oct 1, 2011 @ 10:06 pm

    Very inciteful blog! We put together a blog about our logo design process a short while as well – http://www.back40design.com/news/m.blog/22/logo-design-how-we-do-it

    Reply

  10. web前端寒风
    Oct 18, 2011 @ 11:57 am

    好文章,好标志

    Reply

  11. Sherise
    Nov 22, 2011 @ 8:24 pm

    Oh thanks for this helpful peek at that process. I wish they had stuck with your logo! Not a fan of the squares or the type treatment that they currently have.

    Reply

  12. Moliva
    Dec 9, 2011 @ 8:16 am

    Oh thanks for this helpful peek at that process. I wish they had stuck with your logo!

    Reply

  13. Piotr Płachta
    Jan 30, 2012 @ 3:14 am

    I love this logotype ! Great Job .

    Reply

  14. The Logo Designer
    Mar 27, 2012 @ 8:34 pm

    Thanks for sharing, it really helps me gain a better undertanding of the design process from a different designer perspective. Love the colours…

    Reply

  15. ROSE
    Mar 27, 2012 @ 10:26 pm

    It happy for us to share .From this I know logo design process.thank you!

    Reply

  16. Thiet ke logo
    Apr 17, 2012 @ 12:51 pm

    I checked your artwork collections. Those are amazed me. Thanks for that type of good work collections. I regularly checked your website for good artwork example.
    Thanks

    Reply

  17. bitkisel
    May 2, 2012 @ 1:22 pm

    Thank you Thank you!! This is organized very nicely

    Reply

  18. Ronilancer
    May 25, 2012 @ 11:54 pm

    Finally i gated a wonderful tutorial about logo designs.100 % not satisfied but I’m happy.

    Reply

  19. DesignFacet
    Jun 18, 2012 @ 2:37 pm

    Nice work, really enjoyed reading your process.

    Reply

  20. Richard Bland
    Sep 13, 2012 @ 10:48 am

    Just working on my new company logo. I have the basic shape but making it into something extra special is proving difficult. Your process has given me some inspiration. I also happened to notice a Dot Grid in there… Fricking love them!, Got some on sale on eBay in the Uk: http://bit.ly/UJlMUZ – Someone may want one :-) Great work mate

    Reply

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