I began working with Munch in April 2013. They are in a very crowded space “..building a connectivity platform to unify local commerce.” Their solution seemed elegant, and I was interested in helping them build a strong brand foundation so that they could excel in this crowded market.
I started this foundation by several stakeholder meetings and informal interviews. This paved way for a remote and in person branding workshop.
Part of the branding workshop was a word analysis based on surveys and questions I had asked the stakeholders. The below output represents Munch's core values and strengths within the crowded market.
I considered the interviews and surveys and then began to sketch and explore some type treatments.
I had some strong motivation to use sharp angels within the logo treatment.
So prior to any real branding discussion, I put some thought into type, mark and color palette.
I had some interesting executions, but none seemed to gel with the overall product concept just yet and I knew I needed more substantial research and product discussion.
So I led an informal branding workshop and used the thinking, sketches and collaboration from this meeting and re-started the branding design process.
We had discussed the business goals and product features and what they meant to the user and quickly compared the Munch offering to a rainbow entering a prism, much like the inverse of the cover to Pink Floyd’s "Dark Side of The Moon" album cover.
I used this idea and explored as many different variations of the logo as I needed to.
I explored about 40 variations on this theme over a period of two days. When I developed the above logo I was happy with the color and the typography. But I didn’t feel an attachment to it. I didn’t feel it presented the company's offering as perfectly as it could.
So I started again, focusing only on the logo mark. I isolated that as the most important aspect of the brand mark.
This time I worked for a day producing 23 new diamond shaped logo marks. I pulled all the my favorite elements from the main logo design and not only was I able to create a logo I truly thought hit the mark, I also created a simple landing page design that I felt worked well with the logo.