Insyndia is a new IT consulting company that asked me to help create a unique identity for their business. I was excited to help a business start fresh from the ground up. After having them fill out an initial logo questionnaire I began building a design brief and sketching out my ideas. Here is a brief excerpt from Insyndia‘s website to give you some background about the services they offer:
We tailor services to your realistic needs and budgets. From day-to-day operational support and application development, to strategic reengineering of infrastructure and network architecture – we strive to meet your specific needs in a way that provides your organization with the necessary scalability you need to remain competitive. At Insyndia, there’s no one-size-fits-all methodology, but together we’ll forge a technology management and support relationship that’s best for your organization, both today and well into the future.
Because Insyndia was a brand new business I started the design process by gathering key words and concepts that the company wanted to portray. Based on their initial emails and questionnaire I narrowed down the key words to the following:
- Unfailing Ethics
- Service Oriented
I then took these keywords and set out to create a variety of logo options that would represent the ideals of the company. It was very important to Insyndia that they have a logo that was clean, simple, and effective.
The more information I gathered the more I saw a pattern begin to emerge in the form of the letter “i.” The letter “i” was found twice in the word Insyndia as well as in the company’s tagline: imagine. ignite. inspire. I decided to build my logo designs around the idea and form of the letter “i.”
After looking over a few of my initial logo options they narrowed it down to one that they wanted to move forward with. The logo they chose was based on two sets of arcing circles which were aligned around a central circle. One arc of circles represented Insyndia, while the other represented the client. Both arcs are shown coming together around a central circle which represented the project at hand. The logo also took the shape of an “eye” which became a play on the letter “i” as well as conveying the attention to detail that Insyndia represents.
Next, I chose a few simple yet unique fonts to work with the logo mark. After the mark and the font were finalized I began setting up the structure of the logo to give it uniformity and balance. Spacing was key to give the logo room to breathe.
Before moving on to color I showed how the logo worked in simple black and white. While the logo may not appear in black and white that often it still must be able to hold up as an effective design without the need for color.
We were finally ready to start exploring color. This can sometimes be the toughest part due to the countless number of color options available. I sent over a few dozen color options as a jumping off point. The client felt the first round of colors were too bright and not professional enough.
They knew a lot of their business would be contracted through the government and they wanted to make sure their logo appealed to that demographic. I began creating darker color palettes that felt more appropriate for Insyndia. A blue and a gray were ultimately chosen as Insyndia’s color palette.
While the blue and gray were chosen for the logo, the client also liked how the logo looked in white on a colored background. We made sure the logo could easily be seen when it appeared in white against the new color palette.
The Final Logo Design
The final Insyndia logo design is clean and inviting. The structure gives the logo balance while the color palette offers a professional look and feel.