Ukufu’s Logo Design Process
New Logo Brainstorm
Our journey to create a new logo began by the team agreeing on the key ideas we’d like the logo to communicate, such as reading, discovery, staying updated, and learning. From there, we brainstormed imagery and symbols related to those ideas, such as a: newspaper, book, magnifying glass, and parrot.
Initial New Logo Sketches
The team narrowed down these ideas and I sketched a few logo concepts. We regrouped to review the sketches, and I did another cycle of sketches for review.
New Logo Digital Concepts, Iterations & Feedback
Next, I started exploring some digital concepts. This involved bringing the concepts to life in Adobe Illustrator and experimenting with different fonts. These digital concepts were reviewed by the team and potential users.
We narrowed down the digital concepts and canvassed some user feedback re these logo concepts. Some of the common feedback included:
It took a few iterations before we settled on a new logo. We explored different fonts, lower case letters, and different symbols based on the feedback we received from potential users and the vision we have for Ukufu.
Eventually we diverged from our original ideas and decided to go with a simple solution. We made this decision with the intention to iterate on this new logo in the near future, once Ukufu is more established and we have a better understanding of our target market and product vision.
The new logo’s font is "Poppins-Regular". It is a clean, modern font, with a bit of quirk and character (just like Kevin, Ukufu's founder 😂).
The new logo is simple and doesn't have the same intrigue as the old logo. However, it solves the previous logo's problems of readability and looking too much like the Uber app. The new logo's simplicity also gives us room to add to it in the future.