Design: Logo

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(Fogra 39)Job:08-30930 Title:RP-Design Logo

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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

(Ray)

(Fogra 39)Job:08-30930 Title:RP-Design Logo

#175 Dtp:225 Page:246

001-272_30930.indd 246 9/2/13 11:04 AM

(Ray)

(Fogra 39)Job:08-30930 Title:RP-Design Logo

#175 Dtp:225 Page:247

001-272_30930.indd 247 9/2/13 10:19 AM

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.

(Ray)

(Fogra 39)Job:08-30930 Title:RP-Design Logo

#175 Dtp:225 Page:247

001-272_30930.indd 247 9/2/13 11:04 AM