Enter the bowerbird to the logo design process
We spent a considerable amount of time researching and creating mood boards to develop a concept for the Efficient brand. That concept had to represent organisational efficiency, while avoiding the pitfalls of cliche.
We also wanted the branding concept to be fun, so we started thinking about efficient animals. We landed on the bowerbird, as it is a perfect fit. During courtship, the male bowerbird goes through a ritual of meticulously organising a nest with leaves, flowers, feathers, and anything else it can find, all to attract a mate. Our designers felt this was the ideal cheeky mascot for the Efficient brand.
SERVICES
- Logo Design
- Business Cards
- Website Design
- Business Cards
- Website Design
- Web Development
- Hero and Spot Illustrations
- Infographics
- Email Signature
- Brand Guidelines
- Social Media
Efficient design process to create a logo for Efficient
From the first meeting we had with the Efficient team, we could sense the excitement and passion behind the brand, as well as the potential of this modern and innovative software application. The Efficient software app brings order to disorganised computer files, creating streamlined and structured systems that make documents easy to find, improve processes, and minimise errors. It’s basically the Marie Kondo of computer file organisation.
The company already has major brands using its software, and it is ambitious in its growth strategy. We were tasked to create a brand story, graphic logo design, and other branding elements that reflected the values and passion of the company, and to resonate with potential customers.
Breaking out the Fibonacci sequence for bird logo design
The specific bowerbird we selected for the Efficient brand was the Flame Bowerbird as it has a very distinguished appearance. We then used the Fibonacci sequence to create the logomark element of the new logo.
The harmony in the design created by using the Fibonacci sequence (or golden sequence) approach fitted perfectly with the Efficient brand and the organised message that it presents to customers. As part of the project, we created brand guidelines to ensure ongoing consistency. We applied these guidelines to create clever business cards with rounded corners and a spot UV finish.
Finalising the logo for this document management software company
The yellow, orange, and black colour palette we used for the logo mark and the crisp and clean font produce a logo that has an Avant-Garde vibe while retaining an organised appearance and portraying energy, vibrancy, and distinctive styling.
With the logo and core elements of the brand created, our designers moved on to the rest of the project, starting with the illustrations.
Bunnies drawing organised birds – another day at the office for the White Rabbit team
We designed the illustrations for Efficient to have a distinctive style that fits in with the branding and brand message, but that is also cheeky, fun, and engaging.
To achieve this, we used line art with simplified shapes on a monochromatic background that included shading to add depth. We used the brand colours to highlight key elements, and images of the bowerbirds to add personality and tell a story.
Website design for file management software company
Designing the website gave us space and scope to further evolve the branding for Efficient. The bowerbirds got centre stage billing, so became key features throughout the new site. The bowerbirds helped with the company’s messaging and added personality to the brand. The hero illustrations are particularly effective.
The clean, monochromatic look allows the brand colours to pop on the screen, while the subtle colour contrasts and shadows enhance the appearance. We created custom icons as part of the design while keeping the website modern and minimalist with white backgrounds and a sans serif typeface.
Efficient branding for the Efficient brand
With the core elements of the brand designed, including the logo, website, and illustrations, our designers began creating a range of other marketing and branding materials. This included a professional email signature for the staff to use.
Maintaining brand consistency across all marketing materials and communications
Other elements that we created for Efficient included colourful and engaging social media graphics that feature organising tips and motivational messages. These graphics are highly visual, so stand out on all social media platforms.
A meticulously organised branding package that any bowerbird would be proud of
One of the other design tasks in this project was to create engaging infographics that Efficient could use to present its key messages to customers. As with all the elements we created, we ensured design consistency, while also making the infographics fun and compelling.
