research, graphic design, focus group testing
When Topeka activists combined the co-work space and maker space concepts in one organization, they were building a brand with no precedents across the country. They needed an inclusive logo that would encompass both the co-workers and the makers and appeal to new entrepreneurs. So we interviewed both groups to understand their thinking and developed more than 100 different logo concepts to explore with the client. We also tested visual options with local entrepreneurship students to verify that they would understand what the final logo conveyed. They immediately saw that the stylized light bulb culminating in a pencil point communicated both ideas and action, capturing 712 Innovations’ entrepreneurial spirit.