Every brand has a story to tell, and one of the fastest ways of communicating that story is through a logo. That’s why logos are everywhere. Walk outside – logos. Visit a website – logos. Open up your phone – logos.
These little images have the power to take a huge amount of information about a company’s message and cram it into a bite size representation. All of this dates back to the ancient Greeks and their preoccupation with thinking and stuff. Some (now) old and dead guys came up with a word, ‘logos’, that had a litany of meanings like “reason”, “word”, and “ground”; all concepts with a strong association to logic. This history has been translated into simple symbols that illustrate succinctly the logic behind companies, institutions, and more; forming the foundation of what a logo is all about.
It’s no wonder that when companies alter their logos people can get emotional (looking at you Spotify). Understanding this, it was with great care that LiveIntent underwent the extensive process to unlock the power of our own brand by updating Nelson. Nelson is the embodiment of the startup spirit and the concept of living intentionally.
A bit of an every-person, Nelson got his start as a rock music rocket scientist that made songs and conducted experiments regarding how people should Find Fun and Be Present (concepts at the core of LiveIntent’s culture points). Admittedly a bit of a loose cannon, he has matured greatly as he has grown, becoming more refined while maintaining his energy and spirit.
Much of that spunk comes from the ellipses that forms his makeup, similar in kind to Twitter’s now three year old bird. Nelson is largely a galaxy of orbiting circles with a couple of parallel lines thrown in for good measure, but he wasn’t always balanced properly. His proportions were a bit off, his colour didn’t reflect the vibrancy of his personality, and his favorite word had an odd accent. So, these minor troubles left us with three major tasks to help him step his game up.
Addressing each Nelson grid was developed purely from circles, his colour went towards a brighter tint rather than his darker shades, and ‘LiveIntent’s letter was balanced to be a friendlier type based off Gibson instead of Helvetica and was kerned precisely. All of this has lead to Nelson to having a much more tailored suit, more befitting of a person who is coming into his own. Now looking at a side-by-side comparison:
In a short time Nelson has changed from a bit of spunky mad genius to a refined, svelt Renaissance man. All of which enhances the brand synergy in how he represents LiveIntent.
LiveIntent itself has grown from an one-of-a-kind startup into a premier platform aimed at making marketers and advertisers smarter about reaching real people. Not dogs, not aliens, not bots – people. People like Nelson. And that’s the logic that he evokes when he shines across the sky like the Bat signal.