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ThinkUp

LOGO REDESIGN and PODCAST ICON

ThinkUp is a popular app for motivation and affirmations. ThinkUp allows users to record their own affirmations in order to improve quality of life. My job was to redesign the app's logo, including the icon and the logotype. The original logo is a simple icon of a sprout, accompanied by a straightforward san serif font. As I approached the redesign, I knew that I had to take a more meaningful approach, engaging emotion and evoking personality and character because using this app is about personal journey, thought, and reflection. I worked with the brand's existing color palette and imagery style to guide me.

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SPROUT ICON EXPLORATIONS

The client was settled on using a sprout image for the icon, so the goal was to find a unique memorable style that would work equally well as a favicon, as well as in larger sizes. 

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SIGNATURE EXPLORATIONS

I explored several directions for the logotype, including a handwritten style, a rounded san serif,  calligraphic, and a combination of san serif and calligraphic. 

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CHOSEN CONCEPTS and DEVELOPMENT

There were two concepts chosen for developing further - one was favored by the client, the rounded san serif version, due to readability and simplicity, as well as the upward oriented sprout icon, signifying moving upward, improving and growing. At the request of the client I added the stems on "n" and "u" for further readability. The second concept is the freehand style, which is warm, has more personal character, engages emotion, and works well together with the more animate curved stem of the sprout icon.   

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PODCAST ICON

Eventually the client settled on the san serif version of the logo to be used in the icon I designed for the app's podcast, which is available on Spotify.

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