Design Interactive Celebrates 20th Anniversary with Logo Redesign
Design Interactive, Inc (DI) is a female owned technology company located in Orlando, FL. Recently celebrating 20 years in business, the company decided they wanted to embark on a logo redesign. Previously, 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?
Whenever I looked at the logo, I felt like it didn’t really show who DI is as a company. We wanted the world to associate DI with Design Interactive. Almost everyone refers to the company as DI and not Design Interactive, but the company’s initials weren’t present in the logo. Now that the company is expanding it was important to create a logo that clearly let everyone know who we are.
How long did it take for you to create the final logo draft?
A little over 3 months, 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 the companies vision for the future.
Three months, wow that’s a long time. What was the reason behind it?
When you have a company that is been in business for 20 years and they decide to redesign their company logo, that is a big deal. DI has already created a niche from themselves, so I wanted to make sure that the logo that I designed conveyed a specific message. I spent the first month researching other companies that had recently redesigned their logo.
In the design world, there seems to be a trend of minimalistic design where companies are doing away with over designed logos and switching to a simpler feel. I sketched basically everyday trying to get a feel for where I wanted to go with the redesign.
I have a whole notebook (pulls out black sketch book) of rough sketches. I needed to get the design just right. I came really close to completing a redesign utilizing the components of the original logo, but 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, like I said, I had completed a few concept sketches that incorporated the man icon. 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?
We’re currently working on putting together a UX portfolio of different Augmented Reality, Web and Mobile projects. My 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 female 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