INSZOOM UNRAVELING THE TALE BEHIND THE NEW INSZOOM LOGO
Hi there! I’m Bhumi, digital marketing analyst at INSZoom.com, Inc. I am so excited to tell you the story of our new logo. We’re sad to let the old logo go, but even more excited to bring in the new. Change is good and necessary, isn’t it? Without further ado, let’s unravel the story behind the new INSZoom logo together! PAGE 02 / 44
The seed of the logo design was planted by our very own Zoomers — Sudhanva and Aruna. Oh, in case you’re wondering, everyone working at INSZoom is proudly called a ‘Zoomer!’ Both wanted a new logo for an upcoming product and reached out to Umesh Vaidyamath, CEO and Founder, INSZoom.com, Inc. with this request. PAGE 03 / 44
UMESH HAD OTHER PLANS! He wanted a logo that not only represented our current product but also the products INSZoom builds in the future. One logo accommodating everything that INSZoom is. PAGE 04 / 44
IDEA Umesh met Designer — Andrey Retinskiy, in the parking lot. He drew the logo on a piece of paper for Andrey. He said, “I want our logo to represent people traveling across the globe and back.” PAGE 05 / 44
THE DESIGN TEAM REDREW THE ROUGH SKETCHES Z INS ZOOM INS Z OM INS ZOOM PAGE 06 / 44
FOLLOWED BY — ARROW GLYPH VARIATIONS PAGE 07 / 44
HMM, MAY BE SOMETHING ELSE? HMM, MAY BE SOMETHING ELSE? Umesh’s reaction to the redrawn sketches made it clear that he Umesh’s reaction to the redrawn sketches made it clear that he didn’t like the logo design. It was time to work on something more didn’t like the logo design. It was time to work on something more relevant. 1, 2, 3, Go! relevant. 1, 2, 3, Go! PAGE 08 / 44
After lots of research and tons of articles, Andrey Retinskiy found the perfect icon representing immigration in wild nature . PAGE 09 / 44
THE ARCTIC TERN Arctic Terns travel the longest regular migratory route of any animal on earth. Every year these sea birds travel from pole to pole and back, so they experience two summers per year. The round trip is roughly 44,300 miles. Yes, that’s right! PAGE 10 / 44
ANDREY BELIEVED THAT THIS IMAGE WOULD BE A GREAT LOGO BASE TO START. PAGE 11 / 44
HMMM, THIS LOOKED TOO COMPLICATED! PAGE 12 / 44
OOPS! HE JUST MADE A PENGUIN WITH HUGE WINGS. TICK TICK TOCK TICK TOCK, TIME WAS RUNNING OUT! PAGE 13 / 44
FIRST PRESENTATION Umesh wanted to see how far had the designers reached in the logo creation process. The presentation had the below three references of the Arctic Tern. PAGE 14 / 44
Umesh was impressed with the representation of immigration by an Arctic Tern. But there was a lot of work to be done! PAGE 15 / 44
SKETCHES The designer hand drew the sketches of the Arctic Tern. PAGE 16 / 44
SOME MORE… PAGE 17 / 44
AFTER SOME 50+ PAPER SKETCHES, THE TEAM SELECTED FEW VERSIONS TO REDRAW THEM IN VECTOR FORMAT PAGE 18 / 44
AFTER INNUMERABLE AFTER INNUMERABLE BRAINSTORMING SESSIONS, BRAINSTORMING SESSIONS, THE TEAM HAD A FAVORITE! THE TEAM HAD A FAVORITE! PAGE 19 / 44
THE PREFERRED VERSION OF THE NEW LOGO WAS PAGE 20 / 44
IMPROVEMENTS AND MODIFICATIONS! The designer spent hours to hone the shape of the logo. The bird’s new beak and wings were created. All of this with geometric validity. PAGE 21 / 44
NO MATCHES FOUND! NO MATCHES FOUND! The very first step was to investigate if there were any existing The very first step was to investigate if there were any existing similar icons out there. Well, there were none! similar icons out there. Well, there were none! It was now time to test the logo in different environments and It was now time to test the logo in different environments and media placeholders. media placeholders. PAGE 22 / 44
STATIONERY PAGE 23 / 44
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ON OBJECTS WITH VISUAL BRANDING PAGE 25 / 44
YES, WE TESTED THE LOGO ON A PILLOW COVER AS WELL! PAGE 26 / 44
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WE WENT ALL OUT ;) PAGE 28 / 44
THE MOST EXCITING PART WAS TO TEST THE LOGO ON INTERFACES! PAGE 29 / 44
LOGIN SCREEN PAGE 30 / 44
THE UPCOMING TO-DO PORTAL PAGE 31 / 44
WE COULDN’T WAIT TO HAVE THE LOGO TESTED ON THE WALLS AND INTERIORS OF OUR UPCOMING OFFICE IN PLEASANTON, CA! PAGE 32 / 44
WOAHHHH! PAGE 33 / 44
NEW INTERIOR PAGE 34 / 47 PAGE 34 / 44
THE NEXT STEP WAS TO DETERMINE HOW THE COMPANY’S NAME WOULD BE WRITTEN HOW DO WE WRITE INSZOOM? With a space between the letters INS and Zoom? Remove the space? Oh wait, what about the arrow? Do we retain it? PAGE 35 / 44
AFTER 3-4 MEETINGS AND BRAINSTORMING SESSIONS, IT WAS DECIDED TO WRITE THE ORGANIZATION’S NAME WITHOUT AN ARROW AND SPACE. PAGE 36 / 44
LETTERING AND OPTICAL KERNING PAGE 37 / 44
AND FINALLY, THE VARIATIONS OF THE NEW LOGO LOOKED LIKE PAGE 38 / 44
Determining the perfect blue and grey! Compared with the earlier Determining the perfect blue and grey! Compared with the earlier blue, we wanted a brighter blue which was cool and refreshing. blue, we wanted a brighter blue which was cool and refreshing. #0033FF PANTONE 293 C : 100 M : 70 Y : 0 K : 5 #323C5A PANTONE 432 C : 65 M : 40 Y : 25 K : 80 PAGE 39 / 44
IMAGES SUPPORTING THE LOGO A lot of thought went into defining the imagery that transferred the right emotions resonating with immigration and the symbol to our audience. PAGE 40 / 44
SOME EXAMPLES OF GRAPHICS WE WILL BE USING IN THE INSZOOM APPLICATION! PAGE 41 / 44
AND THIS IS HOW INSZOOM’S NEW LOGO CAME INTO EXISTENCE. I TOLD YOU IT’S QUITE A STORY! I HOPE YOU LIKED IT!
THE END BASED ON A TRUE STORY!
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