The Birth of a Logo – Eleyo Next Generation Software

A company’s logo is their visual representation of their brand and story. So it had better be a damn good one. Our client Eleyo had just come up with their unique company name, but what does that look like in terms of their logo? Here is the process from start to finish about how their logo came to life.

I had a thirty-page book our Creative Director Brandon had printed. He told me our new partner needs a logo designed and the company name is “Eleyo.” With this I started my research and took notes. Here is the gist of what I wrote down:

• Knowledge
• Training
• Customer service
• Empowerment
• Simple
• Communication
• Make life easier
• User experience

Eleyo is a software company that empowers users to use the software to its fullest potential with complete confidence. Their tailored platform allows users to to communicate better and simplify with person-to-person training and support. They work around the creed to make life easier.

Imagery Research

Now that I know who Eleyo is, it’s time to give this company a visual representation of that identity. I started by researching various icons/imagery for the bulleted list of words I associated with the company.

Logo Drafts

Next I started drafts of the logo. I sketched a few layout/treatment ideas in my notebook until I felt like I had a good start and was ready to begin working on my computer. I dug through a variety of fonts, icons, and color schemes.

Once I had a few logos I liked, I concentrated on refining and polishing them. When the final three logos were solidified, I placed them into mockups. Mockups offer an actual context for the logo to be used. Common mockups include collateral pieces like business cards, letterhead, physical proximity like doors or buildings, and online usage representing an app or social icon. 

LOGO 1 - Playing Off of the Power Theme

First impressions you get from this logo is clean, simple, and technology. I kept the font clean and modern with that rounded look and not too bold or in your face. The tilted E is to symbolize empowerment. They empower their users have confidence to run their software without needing constant help. The O is a power button. It’s a universal icon for technology and not distracting from the logo itself.

LOGO 2 - Building Blocks in Green

First impressions you get from this logo is clean, bold, simple, and strong. The abstract E cube draws your eye to the logo and pulls you to the company name. This logo would allow Eleyo to use the E cube as just the icon itself. My thinking for this was Empowerment, Education, and Experience. More of an internal reminder of the values of the company. The Eleyo font is heavier and strong.

LOGO 3 - More Interaction 

Their company is technology. My challenge was to show that interactive aspect of clicking through the software. This logo has a cool cube look that kind of plays with your eyes. It’s giving the logo an interactive feel. The cubes are to symbolize the building blocks of communication they provide between Admins, Parents, and students. It’s also to play on how they build their software to be tailored specifically for individual users.

The final reactions from our team was that they liked #1. They didn’t like the power button on the O because it could be mistaken for them being a POWER oriented company. They loved the lighter font and how flat and clean it was. After all, their creed is to make life simpler.

They all agreed #2 just didn’t feel like Eleyo. It had too much of a corporate look and wasn’t as cutting edge as they’d like. They loved the block concept used in #3. They felt like the gradient blocks didn’t convey “Simple” though.

So with the final revisions applied to the logo, we presented to the client.

The Final Result

Logo design doesn’t just happen. There’s tons of research, rational, and passion put into each and every element. It’s so rewarding when you create a logo that both you and the client love. You can be proud to know you helped craft the identity of their company.