O'Reilly logo

Logo Savvy by Dann Ilicic, Perry Chua

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Job: 10-91288 Title: RP: logo Sauuy
#175 Dtp: 120 Page: 76
060-089 91288.indd 76060-089 91288.indd 76 10/31/06 8:00:44 PM10/31/06 8:00:44 PM
Logo Savvy
76
Job: 10-91288 Title: RP: logo Sauuy
#175 Dtp: 120 Page: 76
Text
DE SIG N
RETHINK
CR EATI
V
CHRIS ST
DE SIG NE
JEFF HAR
CL IEN T
SOLO
W
ap
th
to
TAL K I N G TO TH E TARGET
Solo Mobile is all about youth. This division of Bell Canada
was launched to bring tech-savvy friends together by using
its cool phones and unique features such as 10-4 Nationwide
Walkie-Talkie—a key for social function coordination. In
essence, when you’re with Solo, you’re always with your friends.
With youth being the target audience (a hyper ckle consumer,
even at the best of times) it was essential for Rethink to create
a brand that was edgy, at times surreal, and visually striking.
The message is simple: It’s all about connectivity. With that
in mind, the logo quite intuitively took the form of abstract
digital connectors that weave in and out with exceptional
visual dexterity. These distinctive connectors make the brand
instantly recognizable and appropriate when translated across
consumer touchpoints. From T-shirts to trucks and from
TV advertising to packaging—the connectors are literally
everywhere. In fact, the connectors are so well known, they’re
often seen without the Solo logo because they are able to offer
instant brand recognition.
MAKIN G IT WORK T O GETHER
Rethink immersed itself in the culture of mobile technology—
a jargon- lled, youth-in uenced corner of the world—to
create the solution. This was no small feat because their
ultimate solution had to be extremely accessible and take into
consideration where the identity would exist within the context of
a larger telecom company. In other words, the idea had to be
cerebral to the audience while being simple for the client.
The development of the creative came from a team of three
designers dedicated solely to this project. With months of
research behind them, the Rethink team spent approximately
three weeks developing concept sketches for the logo. This
entailed looking at every possible visual solution to the
branding challenge at hand: make it surreal, make it cerebral,
The Solo Mobile division of Bell Canada was created to bring
tech-savvy friends together by using its cool phones and
unique features. The name Solo was chosen to convey the
idea that when youre solo, youre still with your friends.
Solo Mobile
060-089 91288.indd 76060-089 91288.indd 76 10/31/06 8:00:44 PM10/31/06 8:00:44 PM
288 Title: RP: logo Sauuy
#175 Dtp: 120 Page: 76
Job: 10-91288 Title: RP: logo Sauuy
#175 Dtp: 120 Page: 77
060-089 91288.indd 77060-089 91288.indd 77 10/31/06 8:00:52 PM10/31/06 8:00:52 PM
288 Title: RP: logo Sauuy
#175 Dtp: 120 Page: 76
Job: 10-91288 Title: RP: logo Sauuy
#175 Dtp: 120 Page: 77
Text
DE SIG N FIR M
RETHINK
CR EATI VE DI R EC TOR S
CHRIS STAPL ES, IAN GRAIS
DE SIG NE R
JEFF HARRISON
CL IEN T
SOLO
With months of research behind them, the Rethink team spent
approximately three weeks developing concept sketches for
the logo. This entailed looking at every possible visual solution
to the branding challenge at hand.
g
060-089 91288.indd 77060-089 91288.indd 77 10/31/06 8:00:52 PM10/31/06 8:00:52 PM
Job: 10-91288 Title: RP: logo Sauuy
11(AC38962)201 #175 Dtp: 120 Page: 78
060-089_C38962.indd 78060-089_C38962.indd 78 11/20/06 7:25:11 PM11/20/06 7:25:11 PM
make i
potent
After t
best po
format
behind
The ne
illustra
The le
in orde
Illustra
retain
The key was communicating the vision of the identity standards
to all stakeholders and ensuring consistency in translating and
applying the brand across all platforms.
Job: 10-91288 Title: RP: logo Sauuy
11(AC38962)201 #175 Dtp: 120 Page: 78
Text
060-089_C38962.indd 78060-089_C38962.indd 78 11/20/06 7:25:11 PM11/20/06 7:25:11 PM

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required