Notice anything, ahem, different about us?
*Points up* That’s a new logo. And you’re reading this in some fresh font styles.
Welcome to our new brand identity: same folks; more stylish threads.
But we didn’t change our look as much as evolve it to better reflect the bright, bold and (dare we say) unique company we are today.
While our original “cell” logo represented our vision of mutually beneficial relationships, the gradient colors, outlines and highlights felt dated to our modern sensibilities.
So we took the advice we would give to any of our clients in a similar situation and underwent a brand redesign.
Here’s how we did it.
STEP 1: CONDUCT RESEARCH
We explored the competitive landscape, identified current trends and collected inspirations from our industry as well as outside interests such as fashion, food and technology.
STEP 2: DETERMINE DIRECTION
Our findings led us to discover our new visual identity: eye-catching color combined with simple typefaces and symbols.
STEP 3: EXECUTE
The first iteration logo concepts were designed in black and white to focus on the ideation and not rely on colors to justify the design.
STEP 4: ITERATE
Based on what we liked (and didn’t like) from the first iteration, we created a second iteration—of which three concepts were chosen for continued refinement.
STEP 5: ADD TYPOGRAPHY AND COLOR
We developed, discussed and narrowed down typography pairings to a choice of main and supplemental stylings, and then applied the color palette to the refined concepts.
STEP 6: GET FEEDBACK
The concepts were dissected, discussed and voted upon by our entire team. This exploration led to some fresh ideas on how to further develop the concepts to reflect our brand and who we are as a company.
STEP 7: FINALIZE
A single concept was developed by merging a few initial concepts and incorporating team feedback. This concept was universally liked and slightly refined to land on the final solution.
We simplified our logo to create a recognizable yet versatile symbol. The letters S and G overlap to represent our mutually beneficial business model while the letterform displays the balance of Symbiont Group by combining a round and squared off shape to establish a geometric look for the future.
While our logo is meant to represent our company name, others have seen shaking hands, a roadmap and even our co-founder Davin Gallego’s initials.
And that’s ok because it’s all a reflection of what we do and who we are—which can be different things for different people.