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A Closer Look
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Clean iconic marks are deceptively simple. Taking
two common themes yet achieving a unique graphic
takes smart thinking and well-crafted execution,
has been clearly done here.
Orchestra is a powerful application combin-
ing real-time chat with an elegant to-do list.
Founders Gentry Underwood and Scott Cannon
assembled a team of three designers from
different cities to collaborate on the logo design.
The team consisted of Brent Couchman, Ryan
Feerer, and Ty Wilkins.
The design team initially explored playful
and organic forms with the goal of conveying
the approachable and friendly nature of the
application. Transparency and overprinting
were utilized to combine shapes such as clouds,
arrows, buildings, and whales to demonstrate
the ease of collaboration. The theme of simplic-
ity was further explored with various interpre-
tations of a magic wand. A plucked petal from
a flower represents a wish fulfilled, an arrow
underlines efficiency, a bee and his hive suggest
the diligence of completing a task, and a check
mark and clipboard highlight the core to-do list
capability of Orchestra.
Eventually the management team at Orchestra
decided that a pivot away from an organic and
playful symbol toward a bold, crisp, and minimal
solution best fit their goals and target audience.
Furthermore, the team felt it was essential that
the symbol communicate both of the applica-
tion’s core abilities: chat and list making. The
final selected logo has a consistent line weight
with a minimal speech bubble that also doubles
as an O for Orchestra.
Fun and color explo-
rations touching on the
pedestrian and magical
aspects of this product’s
offerings show the depth
of ideas considered.
IN-HOUSE: ORCHESTRA
DESIGNERS: TY WILKINS, BRENT COUCHMAN & RYAN FEERER
CLIENTS: GENTRY UNDERWOOD AND SCOTT CANNON
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2 4 7
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A diverse collection of speaking-bubble and check-mark
variations in a new round of exploratory directions helped
the team establish a strong iconic brand while avoiding the
pitfalls that usually come with common themes.
Even though the client u-turned at this stage,
the end result of the initial exploration arrived
at three strong solutions.
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