Before I even began anything, I started a running document called “This is Appsky” where I had teammates add phrases, words, adjectives—anything they could think of or come up with—they thought described appsky (what we did, and what made us unique, etc.). I then used the document as reference to come up with what I felt were our brand keywords, phrases, and descriptors, communication style, what set us apart from the competition, and what styles I felt visually represented us as a company… but before I dive in to that, let’s talk “logistics.”
When I first started with concept exploration and new logo sketches, I was faced with a real challenge:
How can I bring in elements of our old brand to keep memorability intact (especially with the name change) but still come up with something new and representative of the team and company we had grown into over our first year as an operating, multi-employee business?
After discussing this with the team, we decided we probably needed to keep the beaker as the brandmark. The issue with the first beaker was that it wasn’t representative of our service offerings anymore—being a mobile phone, it made sense a year and a half ago since appsky started as a company that solely created mobile apps. But now that we offer multiple different design, software, and consulting services, we needed something more representational and inclusive.
The first sketches I did were just exploring what the new beaker could look like. There were so many different renditions, styles, and opportunities for both very abstract or very representational versions of a beaker…and because of this, I ended up presenting multiple different concepts at first, but none of them felt 100% right, and the one beaker sketch everyone liked from the first round of sketches, didn’t look good digitalized. So it was back to the drawing board.