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WOKEOLGY – A LOGO DESIGN CASE STUDY

By My
April 24, 2017

  About the Brand WOKE-OLOGY brings together an array of lifestyle brands to promote health, wellness, and social responsibility. Products range from fashion accessories to productivity products as well as branded items such as T-shirts, coffee mugs, and wristbands. Subscribers will be given guides to help them learn more about confusing and complex issues that […]

 

About the Brand

WOKE-OLOGY brings together an array of lifestyle brands to promote health, wellness, and social responsibility. Products range from fashion accessories to productivity products as well as branded items such as T-shirts, coffee mugs, and wristbands. Subscribers will be given guides to help them learn more about confusing and complex issues that are found in the news.
Over the past month, we have been working with the owner of WOKE-OLOGY in order to provide them with a new logo, which is dramatically different than if we were providing rebranding. The demographic is unique, targeting professional women between the ages of 18 and 35 who are diverse and socially conscious. The majority of people learn about the company through social media, and the website needs to be friendly toward social platforms.
 

The Project

The project began with an interview to learn more about what the company was looking for. They want to help people to become smarter and more socially conscious. Keywords the client chose in order to embrace their demographic is smart, edgy, professional, informed, and fearless.
 
Next, we did research focused on the industry in order to learn more about the history and the competitors. We identified that there are not many companies similar to what WOKE-OLOGY is doing. We also learned that “Stay woke” is a term used to keep informed about the turmoil and conflict that happens around a person. It was found in the urban dictionary, and we embraced the use of this word and learn more about how it is being used by millennials. “Being woke” is another term, which focuses on being aware and knowing what is happening in the community.
 
References were then created, focusing on logo designs that have been successful as well as styles and trends that relate to the design brief. As a result, we chose a logo that is simple, memorable, and appropriate. There was to be a distinction between WOKE and OLOGY so as not to confuse people. The brand is to have a standalone option. The client was shown a variety of different logo so that he could choose between the ones he liked and didn’t like, thus providing a unique logo and making the distinction between the two parts of the name.
 
In the end, the “E” was turned into three lines, one for each of the processes that are present from close to open. This removed the eye entirely, which was considered confusing when the client shared the option with his peers.

 

Concept Sketches

With this client, we did a significant amount of sketching and conceptualizing. We wanted the logo design to cover the aspects of the brief, the research that we did, as well as the mood board. We client was heavily involved in the design aspect, providing what he did and didn’t like. This included talking about color psychology as well as the various types of logos. We showed a number of examples so that he could pick and choose. He then took the ideas to his own panel to get what their thoughts were.
 
The design process included a significant amount of reflection and revision. We talked about the different logos that were used and why, including the use of the eye because it was found in various trending designs and topics. We also found a few competitors, including theSkimm and NextDraft to see what designs they utilized, and whether it involved text, design, or a combination of the two.
 
We compared the various words that were chosen on the design brief, including edgy, smart, professional, and fearless to the color psychology. This is when we determined that black would be the best option because it is known for being bold, rich, elegant, and strong. Some of the other colors were eliminated immediately, including blue, yellow, pink, and purple.
 
We also provide examples of typography, with them leaning more towards something bold as opposed to cursive.
Suggestions made included having a symbol that was representative of the name, which could be used as a stand-alone. This included inserting an eye into the second “O” of ology. Some of the different logos provided by the client covered a variety of different styles, which meant it was important to refocus the objective of the design – keeping a gimmick free and timeless.

The Final Design

The simple black-and-white logo is not only sharp, but keeps the logo looking timeless. It can be used in print and on the web, and people will always know the company because it cannot be replaced by a simple graphic. This is ultimately what the client decided on, and we couldn’t be happier with the outcome.
 
While it took a few back and forth efforts between us and the client, the final result is phenomenal. We delivered several black and white logos to the client, which involved white text and a black background as well as black text and a white background.
 
We really had fun with this client and learned some new terms along the way as well. This is a very new concept and the team at WOKE-OLOGY now have a logo that will allow them to market effectively.
 
With this project, we focused on logo design, which encompassed design and color psychology. It is our hope that we will soon be able to work with them on a complete website so we can put more of the branding in place and allow them to reach more people without depending solely on social media.