Purple Squirrel

We showed three style directions and recommended the middle one: modern, elegant and established.

The client sent their brand information and answered a short questionnaire on personality. We then showed three style directions for the logomark: classical and detailed, a reduced heraldic line style, and an ultra-minimal geometric one. The brief was to look modern while staying elegant and established, so we recommended the middle style, with one option from the third as a contrast.

The client chose the third squirrel, the warmest of the set and the clearest at small sizes.

We drew three squirrels. One was a folded, line-art figure, one an angular geometric shape, and one a soft form that places the squirrel in the negative space of its own tail. The client's team reviewed them together and chose the third. It was the roundest and warmest of the set, it read clearly at small sizes, and the tail wrapping around the animal gave the firm a sense of care that the other two lacked. We then smoothed the curves and tuned the proportions.

The client's four colours became a full system, documented in a 14-page guideline.

The client's plum, magenta, indigo and beige became a primary palette with three greys behind it. Lufga Medium sets headings and Lufga Regular sets text. We built lockups and six colour pairings, set the clear space and a 160-pixel minimum width, and delivered the whole thing as a 14-page guideline with mockups of cards, posters, badges and signage.