We faced a tight 3-week deadline to craft Clio's brand and launch a landing page. To kickstart the process, we initiated a Minimum Viable Brand workshop to structure our ideas and lay the groundwork for our brand strategy.
During the workshop, we delved into our ‘why,’ developed our brand values and brainstormed names.
In shaping our brand values, we did a simple exercise, focusing on a short list of adjectives that best captured our product. Through a collective vote, we narrowed it down to three core brand values.
We wanted a name that's simple, memorable, and one that embodied intelligence. In Greek mythology, Clio was the Muse of History; she's often depicted with books and scrolls, symbolizing her knowledge and intellect.
The initial phase involved sketching various ideas, followed by refining the most promising ones using Illustrator. In keeping with our brand values, we found the logotype to be a more suitable choice than a brandmark, as the latter seemed too playful.
After a few refinements, we finalized the identity. Our choice was a rounded sans-serif typeface, ensuring the name's clarity with a balanced letter composition. The dot was eliminated from the 'i,' giving the 'l' and 'i' the appearance of chart bars, underlining our dedication to analytics."
Primary logotype
Abbreviated logo for socials, favicon, etc.
We explored various color palettes, including a variety of options that incorporated cool colors and earth tones. Our goal was to create a palette that's both exciting and approachable.
We opted for a combination of serif and sans-serif typefaces for contrast; the rounded typefaces also complement the logo.
Various shapes were added as a branding element to symbolize Clio's ever-changing and adaptable nature. They illustrate the product's flexibility to evolve into various forms as Clio grows.
Final landing page
Due to a tight turnaround, we encountered challenges in developing a complete brand identity. However, the time constraints led us to concentrate on the essentials, resulting in a brand identity that aligns well with Clio's value prop.
