Whilst partaking in the Daily Logo Challenge I decided to further explore the Onward logo. Onward are a fictional company that produce electric, driverless vehicles. The initial design was created from a selection of three keywords: 'the future', 'vision' and 'forwards'. Steering wheels and wi-fi signal icons have been done to death so I focused my sketches on direction, movement and looking forward.
Although I was happy with the icon it just didn't sit quite right so I continued to play around with it. Upon rotating it to the right I noticed it formed the shape of an eye which reminded me of an eye I had initially sketched out. I removed two parts of the illustration to make it a bit more sleek and accentuate the 'eye'. I was over the moon with how it came out - it had the 'forwards' movement and the nod to 'the future' and 'vision' with the eye.
Colour-wise, I wanted the palette to be bright and eye-catching and something different to what you'd usually see in this industry. I went with a vibrant blue/purple that was complimented with light grey, black and a punch of bright pink.
