Design Interactive Celebrates 20th Anniversary with Logo Redesign
Recently celebrating 20 years in business, the company decided they wanted to embark on a logo redesign. For the past 20 years DI has developed, designed and facilitated augmented, mixed and virtual reality technologies for various clients. Additionally, DI also provides UX/UI consultation for companies looking to expand upon their DI focused mainly on government projects however, in 2018 the company set their sights on expanding into developing commercial products.
First on the agenda was to redesign the company logo. I met with Design Interactive’s Art Director, Ed Cross, to learn the motivation and process behind the company logo redesign.
What sparked the idea of redesigning the logo?
What initially sparked my the idea for a redesign the logo, it felt outdated. Having been in business for 20 years , it was clear to me that it was time to modernize the logo. However,when looking at the old logo it felt like it didn’t show us in an innovative and cutting edge light. With our transition into the commercial market, it was time to redesign the logo to clearly let everyone know who we are.
How long did it take for you to create the final logo draft?
It took me a little over 3 months to complete the redesign. I collaborated with the other designers on my team to get their feedback on the design process. When your redesigning a logo for an established company, I needed to make sure that the new logo was aligned with where the company current is and where it wants to go for the future.
Three months, wow that’s a long time. What was the reason behind it?
When you have a company that has been in business for 20 years and they decide to redesign their company logo, that is a big deal. DI has created a niche for themselves in the technology industry. Therefore, I wanted to make sure that the logo that I designed maintained the vision of the company. I spent the first month researching other companies that had recently redesigned their logo.
In the design world, there seems to be a trend moving towards minimalistic design. Where companies are doing away with over designed logos and switching to a simpler feel. I sketched everyday trying to get a feel for where I wanted to go with the logo redesign (pulls out black sketch book).
The need to get the design just right was extremely important to me. For instance, I came really close to completing a redesign utilizing the components of the original logo. However, after getting some feedback from my team I decided to go in a different direction.
When you started designing, did you know right away you wanted to do away with the man icon?
Not right away, originally, I had completed a few concept sketches that incorporated the man icon. Fortunately, it wasn’t until I had shared my design ideas with Matt Johnston (Commercial Products Division Head) that he noticed a rough sketch that I had created with just the company’s initials. After that meeting I started to dive deeper into creating a logo solely using the initials.
Where did you draw inspiration from?
I wanted to create a bold but minimalistic logo. The goal was to create a clean logo that let the world know exactly who are and that we’re here to stay. I drew inspiration from the Oculus logo and other companies that are moving into a similar minimal direction.
I also noticed that the trademark DI green has changed. Why is that?
From a design perspective that color was difficult to overlay text on. The yellowish hue of the color created some design constraints when developing different color palettes for products. I knew I wanted to keep the color green, but I opted to add some blue undertones to the color to maintain the colors brightness but allows it to be used in conjunction with other colors for future projects.
What does the future look like for the creative team at Design Interactive?
The creative team is currently working on putting together a UX portfolio. The portfolio is going to showcase our different Augmented Reality, Web and Mobile projects. The goal is to showcase to the world some of the amazing projects that my team has been a part of and continuing making great design.
Design Interactive, Inc will be at the ITSEC Conference in Orlando, FL December 1st – 6th
Design Interactive, Inc is a women owned technology company that empowers people with innovative technology. Located in Orlando, FL DI specializes in creating performance metrics, adaptive training systems and user interfaces.
For more information, visit Designinteractive.net