movesci
The Challenge
Develop a logo and brand guide for MoveSci, a subsidiary of The Beta Angel Project, specializing in rock climbing training. The company offers training plans centered on skill development and detailed video analysis services.
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. With this particular project, the client wanted to use the blue and purple from the Beta Angel brand.
My Solution
The Initial Presentation
Option 1—To visually represent biomechanics—the study of athletic movement—the ‘M’ is stylized with joints/hinges, while the circular arrows symbolize the iterative process of motor learning.
Option 2—This direction utilizes the hinged 'M' motif and incorporates movement in the left segment, effectively illustrating both motion and variability, key elements of motor learning. Furthermore, the moving part of the 'M' subtly evokes the image of a wing, referencing the existing Beta Angel logo.
Option 3—This direction shows a very stylized version of a moving climber while the arrows indicate movement, analysis and motor learning. This direction features a highly stylized depiction of a moving climber, with arrows used to symbolize movement, analysis, and motor learning.
The Selection
Although the client found all three initial concepts compelling, Option 3 was ultimately selected as the best representation for MoveSci. The subsequent refinement phase focused on optimizing the typeface and the specific rendition of the arrow elements.
Extending the brand — The brand guide
A great brand needs a roadmap. This brand guide defines how to use the logo, color palette, and typography, establishing a cohesive look and feel that keeps your brand consistent across every touchpoint.