Logo design is fun but also extremely challenging. The design process of a logo not only forces us to think about shapes and colors but also the values we stand for and what the goal of ASLtrainer is.
The meaning of our logo
At the start of the design process, we knew that we wanted to use an easily understandable icon and the claim “speak with hands”. These two add ons should be combined with the name of our learning app ASLtrainer. We use the claim „mit den Händen sprechen“ german for „speak with hands“ already in our learning application for the Swiss Sign Language DSGS. It is very fitting because it shows exactly what Sign Language is at its core, namely speaking with your hands. The icon underlines this again, but the flat hand can also be the gesture for „welcome“. The version that was ultimately chosen combines all those ideas.
If it’s not a yes, it’s a no
During our design process we worked according to the motto “If it’s not a yes, it’s a no”. So, we started looking for ideas and designs that we could all say “yes” to. We tried different mascots, symbols for connection and communication and various hand shapes. The more we knew what values ASLtrainer should stand for, the clearer it became which designs should be pursued and which should not. For example we wanted a modern, clean look for our ASLtrainer, so a mascot with lots of details for the logo was soon ruled out.
Listen to your gut
The mind wants to see results and move forward as quickly as possible. But, especially in a design process, this is not always the best advice. In retrospect, I’m very glad that we did not stick with the first version of our logo. When I notice my head wants to move forward too quickly, I consciously stop and try to listen to my gut feeling. I can usually feel in my body whether something is good or if it should be adjusted. I am grateful that we have a work environment that gives us the opportunity and the time to listen to our gut feeling.
Drafts
During the design process, we created countless drafts for our logo. In each round, we discussed them as a team and then created new versions based on our decisions. Here are four examples from our drafts pile:
Combining different ways of designing
Maryna, our team member responsible for visualizing our ideas in Illustrator, often added shadows and rich details to our ideas and we mostly preferred the simplest versions she created. When the logo was almost finished, she asked me why we always remove all the nice details in her work. In the Ukraine, where she’s originally from, most of her clients wanted a lot of details in their logos. We realized that there are cultural differences between the Ukraine and Switzerland in logo design as well. In Switzerland we prefer much simpler logos than they do in the Ukraine.
After my discussion with Maryna, I came up with the idea of adding a gradient to the circle in our logo. The gradient gives the feeling that the circle is rotating like a loading icon on a computer. ASL is loaded directly into the brain of the person practicing. What a nice symbolism.
Good processes
I like processes where a group does its best and achieves more together than when working alone. Maybe that’s why the final option won the decision-making process. Everyone on our team was involved and brought some of their taste and background to the table and we were able to blend it into something new.
