When the Measurement UX Research team requested a logo and brand identity system, as expected, they had done their research. The group was looking for a logo that conveyed the following attributes — engaged, analytical, passionate, explorers, quirky, strategic, and insightful. The enlightened Lumos was the result.
After a range of concept explorations and iteration, I delivered a logo which is a conceptual double entendre. A north star embedded in the O represents the team's ability to hone in on user needs and intent while providing direction and guidance to the larger product team. Visually the logomark also evokes a compass, which has great animation potential.
The primary brand palette allows the team to punch up their presentations, and fulfills their desire to stand out from the sea of primary Google colors. A secondary palette provides a range of juicy colors for illustrative use of the Material icons.
The use of Material icons was borne out of necessity, it gave us instant access to existing, and vast, Google UX artwork. By selecting and mixing various icons, the configurations can create messages such as "I LOVE RESEARCH" and endless expressions.
Brand Style Guide
The completed style guide provides guidance on all aspects of the visual identify ensuring consistency in future application. It contains logo usage, color and typography guidelines, and iconic illustration direction. Sample artifacts include a presentation template and tons of fun swag.
The research results presentation is the most visible deliverable the team produces, chock full with findings and data. The new identity provides a break from the content with a distinct visual language.
"Way to go, Claire! The template looks FABULOUS. Thanks so much for working with our team and visualizing our identity!!"
— Deborah Holoien, UX Researcher
Concept & Design Process
CONCEPT #1: Playing with the idea of the team's ability to make the unclear comprehensible, I worked with the names Acuity and Cypher, while pursuing themes around optical illusions, perception, decoding, and mazes.
CONCEPT #2: SPACE I pursued designs based on space and the idea of using the North Star as a source of direction and truth. Polaris, Stellar, and Lucida were names experimented with, as well as constellations, and their similarity to data visualization.
CONCEPT #3: CONNECT-THE-DOTS This direction plays with the idea that raw data is akin to dots, meaningless on their own, but when "connected" their meaning comes into focus. The research team, though their insight, connects the dots.