Learn Surfacing Brand Development

BRAND

I recognised at the start of developing Learn Surfacing that branding would be very important. Luckily enough my two daughters Alice Cobert and Emily Cobert work as freelance graphic designers and have a great deal of experience of brand development - especially for start ups - and also with social media, which of course is equally important - and, as an older guy, an area I have very little experience of.

LS LOGO

The Learn Surfacing logo was developed in collaboration with Alice Cobert and Emily Cobert . Our goal was to create an iconic design that would be instantly recognizable, distinguish the brand, and instill trust in our audience. Additionally, we wanted it to clearly convey that Learn Surfacing focuses on teaching Alias and ICEM Surf. The logo needed to be versatile, working at various scales from a favicon to large marketing banners.

We concluded that the logo needed to be:

• Minimalistic: To function well at very small sizes
• Incorporate the LS from Learn Surfacing: For instant recognition
• Reference Alias and ICEM Surf: Without being too overt

In the early stages of development we threw out many designs for being either too complex or lacking iconic character that would set the brand apart.

After extensive discussion and development, we finalized the design. Early on, we envisioned the “S” shape as a metaphor for freeform surfaces and the “L” as representing both the axes system and engineered geometry. The entire logo needed to be cohesive and form a unique shape in itself.

BRAND PALETTE

We used the brand colours to reference Alias and ICEM Surf. We aimed to hint at these software tools without directly copying their brand colors. The palette needed to be harmonious and offer tonal contrast to allow for various combinations in different contexts.

These are the colours that we finally settled on:

We developed several logo variations using the brand colors to ensure adaptability across various applications.

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