I was approached to help update the logo of cribl as well as explore options of color schemes. The goal was to create a coherent look and feel they can use across all channels.
The existing logo has the problem of not working well at smaller sizes, where the detail above the letter i would be lost. The logo also creates an optical illusion which can cause eye strain.
The meaning of the current logo mark is meant to be a sifting device that sifts through data, the requirements is that this meaning should be translated in the newly designed logo.
Top four logo contenders
For the concepts given below, we only looked at the logo mark as typography is not in play now.
The logo in the top left is designed to pay homage to the current logo. Keeping a similar sifting appearance while removing the issue of oscillating colors.
Bottom left approach was to give movement to the logo, make the appearance of data streaming towards the cribl logo while leaving behind unwanted data.
Top right appears to play on the idea of a funnel that sifts for key data to send to cribl
The final concept is four data points, three being connect to each other while the fourth is separated. This concept is meant to convey the separation of select data from the rest.
The logo mark selected was the one displayed in the top right.
The goal for typography was to find a unique font that can be used both in web and print materials. I tried to find a key font that flows in the same way data may flow. The final font choice for the logo mark was Nuvo with body text being source sans pro for web.
Below are the specification sheets created to show how to use the logo for press, layout and other mediums utilizing the new typeface.
The company wanted to look into different color schemes and see if any pique their interest. Their only criteria was to have compatibility with both light and dark themes.
I was able to extract quite a few colors from their existing palette to see what systematic approach they may have taken to choosing colors (if any).
The above shows their current selection of colors, and from side by side comparison we can see that there was seemingly random color selection - some grays have a red hue while others have a blue hue.
I proposed eight different sets of colors total, however the four that had the most intrigue are shown below.
At the end of the day, two primary colors were selected to use, a teal and blue color. From the selected colors they proposed I created a color ramp including some decorative colors. The decorative colors is to allow for a more diverse palette on smaller interface components.