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Toofargon is a collective of free thought, illuminating the problems our world is facing. This startup already uses a typographic logo to push its identity but would like to showcase something different in an attempt to show something going too far in the wrong direction.
Prior to a redesign this is the beginning of the journey.
Rough sketches were developed to create a more solidified foundation.
To develop the perfect minimalist design a baseline needed to be formed.
Branding an icon is important to establish an identity, but is susceptible to change as time carries out. Developed in 2019 the flatline was innovative, merging the medical field and environment. This gives viewers easy graphics to process with a simple message as a cardiogram and an environment are recognizable by all. Originally based on a cardiograph this design emphasizes the urgency of the path mankind is headed towards.
A solid foundation when constructing this logo was the baseline, referenced from a medical diagram depicting intervals of break known as the PR and ST Segments. This was influential to the overall design, giving the composition credibility.
Spherical
Square
Sharp
Strokes types were tested to optimally find the best fit.
2 px
3 px
5 px
Stroke weights were also experimented with to ensure the design maintained visibility at small scales.
Prior to developing a brand research must be done to ensure the target is reached. Areas of research include the patterns of heartbeats, cardiographic representations, and simple environmental graphics that can hold their shape at small scales.
Upon completion, this is the outcome of the newly revised flatline.
Cramped
Too complex
Simple
Memberable
Too bold
Cartoon style
Strong
Complex
Overly complex
Irregular
Once a handful of possible concepts were built, the process of elimination began.
Symbolism maintained a strong message in the previous design. Therefore, it was justified to keep the burnt tree to further push the rugged feel.
This rendition hosts a sharp-pointed mountain and singular tree as a focal point.
Focused solely on minimalism this logo showcases a single tree.
This design increases the steepness of the mountain.
This design experiments with the use of multiple trees.
Based on nature, this design attempts to relate to the complexities within the landscape.
Branding an icon is important to establish an identity, but is susceptible to change as time carries out. Developed in 2019 the flatline was innovative, merging the medical field and environment. This gives viewers easy graphics to process with a simple message as a cardiogram and an environment are recognizable by all. Originally based from a cardiograph this design emphasizes the urgency of the path mankind is headed towards.
