Becca
When it comes to startup and tech logos, the overly saturated market is pretty much a labyrinth to navigate through. But, how did the great technology logos of our time do it?
You’ve probably heard the myths behind the world’s best logos – take Nike for example. For just $35, the way Nike got its swoosh is pretty much a design fairy tale (especially given that co-founder Philip Knight’s reaction was the somewhat ambivalent “I don’t love it, but it will grow on me.”)
But, we rarely hear about logos from the likes of a new tech startup, who aren’t hasn’t yet reached living legend standard. In order to give our readers (you!) the best chance for success, we decided to speak to some awesome new startups about their startup logos. For some great insight into how startup & tech logos are made in 2021, read on…
Pearl
Pearl creates new car technology, including their premier product RearVision: a wireless backup camera that allows you to see behind you when you reverse. It also upgrades your car and turns your phone into a rearview screen.
Jorge Fino, Director of Design at Pearl, explained their logo:
“The logo was designed by Character, a San Francisco based branding and design agency. We named the company Pearl because of the several things that it represents. A pearl is a precious object that’s carefully created and perfected over time, which represents our products and mission. Not to mention, a sphere represents simplicity and strength. A cocoon or shell represents the safety our products and services will provide the driver and passenger on the inside of a vehicle.
Pearl’s technology and machine intelligence is the heart of the system, and it provides the pulse for everything we do in the future. It’s the foundation upon which we can build a vast range of new possibilities and experiences in the car. As our family of products evolves, we will enable experiences that grow and expand to become unique and personal.
The mark itself loosely conveys 3 characteristics:
It’s systematic:
The single lower circle, amongst the four others that are filled, signifies several things:
-a modular set of components that improve when connected together.
-a system with a central point of intelligence
-a hub or mesh of cars
Secondly, it symbolises growth, in that it expands over time to become a unique, custom experience for every Pearl user.
And finally, it conveys rhythm. The collection of circles has a rhythm, just like Pearl becomes part of the rhythm of our everyday lives. Always with you, letting you get back to the beautiful parts of driving.
We launched the company last June so we’re still exploring the impact it’s having amount our customers and the broader public.”
Pearl has already achieved critical acclaim as being one of the best tech logos in the last decade – kudos to Pearl!
Lola
Lola is a travel app that provides instant access to a team of real human travel experts who will take care of your every travel need. Their logo was designed by NYC branding agency, Athletics. Malcolm Buick, Athletics‘ Creative Director, told us about the agency’s thoughts behind the design:
“Lola‘s name is a play on longitude and latitude. We really liked this approach to abbreviating language and felt the logo could behave similarly. Where you’d expect to see many vertical and horizontal lines for the graphic representation of longitude and latitude on a globe, we’ve settled on an abbreviated version: a vertical axis circled by a single horizontal hoop. The tilt of the logo matches the natural 23.5º tilt of the Earth.
Our process for design is never the same but does often start with great insight (thanks to Plaid). The idea of travel for most is complex and tiresome, but the name Lola is short, personable, and exudes simplicity, so we ultimately knew that the design needed to begin there.
We always look at our solutions in context, and today designing just a logo is never a great way to give a client a solution. It needs to be tested and explored in a multitude of areas. Along the way, the collaboration with the team, in both product, and marketing was invaluable to the final decision.
We presented 3 completely different worlds to the client, and ultimately they selected one of those – from here Lola was born, and the story of travel was a consistent theme from logo, icon, to product. Because Lola offers its users personalised travel assistance, it’s a brand experience or a service that feels very centred around the individual. These themes of movement, central focus and simplicity are hopefully reinforced by the logo.”
As a tech company logo, Lola has managed to do what can be the most tricky part of logo design – creating a story for the user.
Sunsprite
Sunsprite is a wearable light tracker that lets you measure how much sun you are getting, with the aim of reducing problems like depression. Founder Jacqueline Olds tells us a bit about the logo:
“Our logo was created by Katharine Woodman-Maynard in NH. Her company is called Maywood Art. She was trying to tell the story of measuring light in the logo. Since SunSprite is a light tracker that lets you measure how much sun you are getting and compare it with what research tells us we need to cure depression and improve focus, it seemed like a perfect logo. “
A lot of top tech company logos try to keep their logo design monochromatic or muted, so SunSprite‘s bright hues are a refreshing change.
Trunq
Trunq is a single place to capture, share, and privately save your best videos, pictures, and other electronic files. You can capture and share your favourite moments as they happen, send something special to be opened later, or upload and save a blast from the past. These best things are stored in your personal “trunq,” a private digital scrapbook.
Steve Wernikoff, the founder of Trunq, explains the thinking behind their frankly adorable logo:
“The logo was done by a freelancer who worked closely with our former website developer. We were looking for a logo that described Trunq, something fun, but also conveyed a message. We focused on an elephant because it is known as an animal with a long memory and – of course – it has a trunk.
Our designer based the logo on an image she found on a stock photo service. The image actually was a pink elephant with a balloon in its trunk. Our designer deleted the balloon, changed the color, and used the trunk as the “t” in our name. These minor changes to the stock image were all it took to make our logo!”
Although it does help if your tech logo and names do work together, Trunq has shown how innovative and fun design can be! A good technology brand logo is one that doesn’t take itself too seriously.
Meetwo
Meetwo is a brand new dating app based on chemistry – not algorithm. Co-founder and vision driver Sebastien, explains their modern logo:
“The logo was roughly designed by the team in charge of the app development and made perfect by a French designer named Shannon Kanounji.
The signification of the logo represents 100% of the DNA of our startup. Meetwo is a dating app and we call ourselves the first dating app based on chemistry. We needed a simple and beautiful logo that defines this idea. That’s why we went for a lab flask with hearts as bubbles.
A great thing about it is that people can guess what we do just by looking at the logo. We experienced it at a tech conference where we were handing out flyers and business cards. People instinctively asked what kind of dating service we were providing.”
For some excellent tech logo inspiration, take a leaf out of Meetwo‘s book. You want people to see your logo and instantly connect it with the product. Be creative, sure, but don’t be too abstract that things don’t automatically add up. Remember, your logo is your business – not an art exhibition.
We hope you got some top-quality logo design ideas from this successful bunch of startup & tech logos. Make a logo you’re proud of – and, most importantly, have fun!
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Stuart Logan
