During AccelerateBaltimore 2015, Brinkbit was tasked with evaluating our logo, brand materials, and style guide.The original logo had a couple of key strengths: notably its unique shape and format and the way the icon and text elements reinforced each other. But we decided to put everything on the table to see if we could build a more recognizable image that better communicated our brand.
We played with dozens of alternative brand color possibilities in an attempt to escape from the ubiquitous “tech startup blue,” but we couldn’t find a color compelling enough to make us abandon our beloved 00B2D2. Finally, we decided to invert the brand’s two primary colors and darken the black shade a bit. We got to keep our blue while using it in a more distinctive color composition, and the light-on-dark scheme fits perfectly in the video games space.
I wanted to explore different shapes for greater readability (people kept telling us the goat was “too damn small to see”). The variants with the pixelated left mountain face were an attempt to reinforce the idea of gaming and especially of 2D gaming, Brinkbit’s core focus.
Head in the Clouds
Brinkbit is a Cloud-based software-as-a-service offering, so I’ve drawn a lot of clouds for our pitch deck. While preparing for AccelerateBaltimore’s Demo Day, I created a sharp-looking stormfront by drawing over Brinkbit’s original mountain logo. Everyone on the team loved the new shape, but we’d lost the brink (which tied the previous logo to our name), and the cloud-surfing goat felt like a non-sequitur. Bringing in the goat-and-brink silhouette from the circular logo concepts, I solved both of these problems while finally finding space for a larger, more readable goat.
The Complete Logo
In creating the new icon, I’d lost the third color the previous logo allowed. I tried several ways to incorporate both the blue and white into the logo, and all of them jeopardized the unified look and feel of the elements. Finally I introduced the brand tagline into the logo, finding a place for a tertiary color while telling viewer what Brinkbit is in four simple words.