Redesigning an internal logo from its original form into a mark that reflects the platform it represents.

The original mark was a simple typographic mark with a pink pill.The platform was about idea innovation and refining concepts at scale. 

An exploration of brand traits, with a focus on traits that could be visualized in the future mark.

I found inspiration in a mark already associated with the company — the Looped Square. This mark has been used as a stand-in for the company logo since 1980 in menus and on physical keyboards.

The form of the mark needed to resonate with the visual language used in other marks. Common attributes included thicker line weights, rounded terminals, and mimicked letterforms.

Pink was key to the platform’s brand, but to visually align to other marks more than one color would need to be pulled in as most marks included gradients using two or more colors. 

The form of the mark builds from the inspiration of the Looped Square, but incorporates a ‘start’ and an ‘end’ line to represent the journey ideas take through the platform as they’re refined.

When the mark appears in motion the journey motif is amplified through animation.

The final design reflects the path of an idea, incorporates the letters L-O-O-P into the design, and uses two colors — pink and blue that represent the ‘hot’ and ‘cold’ streaking that occurs in idea creation.

A proposal to promote the new mark along with a major update to the platform included physical swag that could be handed out to increase community excitement and involvment.