This is a logo/brand redesign effort which is part of a greater service redesign/rebuild. As such, I felt a fresh look for our brand is also needed.
BRAND NAME & MEANING
"Sliptree" is a combination of words "slip" and "tree", where slip can mean a payment slip or invoice and tree refers/symbolizes the software itself (ie a place to create and hold the invoices). The "slip" can also mean a different type of document, such as a price estimate or expense (incoming invoice)
The current logo is somewhat hard to understand, it doesn't work when scaled down to a small size (think browser favicon) and the leaves in the logo seems like an overused concept in our business. These are the issues with it.
However, I do like the fact that there is a logotype + logomark, which makes it somewhat responsive (see the attached logo guide pdf)
I conducted a short analysis of our industry and competition, which can be found here: https://docs.google.com/spreadsheet…sp=sharing
WHAT NOT TO DO
The main takeaway is that almost everybody uses blue and green, and the leaf/tree concept is used quite a bit. I would like our logo to be different - first by color (so definitely NOT blue or green), but also by not using generic/overused logomarks.
WHAT I AM LOOKING FOR
I'd like to refresh our brand and make it stand out from competition. The logo should entail our values:
- relaxed (as in, “relax, we’ve got this - no need to worry”)
I like the idea of having a logotype and logomark, as I feel this makes it easier to make the logo responsive. This means I am looking for a responsive logo design, which will work on tight spaces as well as when there's lots of screen space. (https://99designs.com/blog/trends/r…ive-logos/)
The logo can used multiple colors, but is should also work with a single color/monochrome.
Above all - surprise me! Who knows, maybe even a hipster/vintage style would work and help us stand out? :) Just as long as it works for our audience and said conditions.
As stated above, avoid using green or blue. Perhaps Aquas, Purples or pinks would be better as they're rarely used in our industry and would help stand out more (this is why we currently use a dark purple color). But feel free to suggest your own.
WHERE WILL THE LOGO BE USED
As an online SaaS company, the logo will mainly be used on our website (similar to the way it's used now), as an icon on browser tabs/bookmarks, on email headers/footers and as an avatar (for example on Github). We rarely do prints, but it's nice if it worked great on a business card, too.
Logo in common vector & raster formats, including AI, SVG, PNG. A short logo usage guidebook would be really appreciated with examples on using it on different backgrounds (light, dark, etc)