CLARA
The Challenge
Tesla Government was looking for a logo for a new software platform and needed a fresh approach. The logo for Clara, a managed repository for corporate information or “agile knowledge management” had to feel friendly, competent, and useful. While Clara stores the data, there is a team that organizes it. Clara also has world-class researchers available to find and deliver information when the system doesn’t have the answer.
My Process
When creating a logo, it’s important that I work with the client to learn about the service/product, the long-term goals, competitors, differentiators, message, audience, preferences and usage. Once armed with this information, I hit the drawing board to develop concepts that capture what’s discussed. I typically present three to four different concepts with different color applications and sometimes varying typographic applications. Once a concept is chosen, the color, typography and icon (if being developed as part of the logo) are all refined.
My Solution
Because the client struggled to produce a logo internally, it was important to be strategic in the approach. All the concepts presented were a departure from what they had been working on, as well as different from each other.
The Initial Presentation
“In Context”—This concept uses the map pin to highlight the “in context” aspect as well as the mapping component of information management. The lower arc represents the horizon but the arc combined with the dark circle represents the human component of Clara—the curators—which differentiates Clara from other information management platforms.
“Brilliant Access”—This concept uses the metaphor of the key and light bulb to symbolize innovation in the way information access is provided.
“Knowledge”—This concept uses an owl which represents the knowledge/wisdom behind the information management system. Owls can see through the dark and can symbolize the ability to guide users through a sea of information that is normally unnavigable.
“Agile”—This concept uses a hummingbird which is swift and adaptable (can change direction quickly and smoothly). This reinforces the “agile” aspect of agile knowledge management.
The Selection
The client felt the hummingbird or ”agile” concept best captured the product and the message they wanted to convey. I then went on to explore different style executions, placement of the hummingbird, color options and made general refinements to arrive at the final solution below.
