Services
Branding, Creative Direction
Project
Look Up and Beyond
Branding a new group that aims to achieve a better gender balance in the Scottish legal profession.
Branding a new group that aims to achieve a better gender balance in the Scottish legal profession.
After working with Naeema on various projects over the years, including Calculator of Privilege, I was more than happy to be asked to brand her newest venture.
After working with Naeema on various projects over the years, including Calculator of Privilege, I was more than happy to be asked to brand her newest venture.
Look Up and Beyond is a group of members from multiple organisations working together to understand and address issues around female retention and progression, with an initial focus on the Scottish legal profession.
Look Up and Beyond is a group of members from multiple organisations working together to understand and address issues around female retention and progression, with an initial focus on the Scottish legal profession.
A page from the first design development document
The name Look Up and Beyond sparks such visual imagery, and the purpose of the group is to think about situations from different perspectives. My initial sketches kept coming back to the idea of a logo with some kind of 3D feel to it. I liked the idea that the logo played with impossible geometry, as if you’re seeing all the different perspectives at the same time.
So the sketches evolved into this — bold, visually interesting, with words bursting out of the square frame.
The name Look Up and Beyond sparks such visual imagery, and the purpose of the group is to think about situations from different perspectives. My initial sketches kept coming back to the idea of a logo with some kind of 3D feel to it. I liked the idea that the logo played with impossible geometry, as if you’re seeing all the different perspectives at the same time.
So the sketches evolved into this — bold, visually interesting, with words bursting out of the square frame.
Early idea for alternative small logo options
Onto typography, I wanted a bold primary typeface to carry through the energy of the logo throughout the rest of the brand.
Hammersmith One is a lovely typeface with a good balance of being clean and legible, while also having lots of personality in each character.
Onto typography, I wanted a bold primary typeface to carry through the energy of the logo throughout the rest of the brand.
Hammersmith One is a lovely typeface with a good balance of being clean and legible, while also having lots of personality in each character.
Examples of the look and feel in use
I could totally see how the logo concept could inform the look and feel of the wider brand, with the chunky black lines, block colours, and 3D feel. I was excited that this felt energetic and new in the context of research groups or design regularly seen in the legal industry.
I could totally see how the logo concept could inform the look and feel of the wider brand, with the chunky black lines, block colours, and 3D feel. I was excited that this felt energetic and new in the context of research groups or design regularly seen in the legal industry.
But after sending the initial concept over to the client there was a little niggle in the back of my mind that it wasn’t 100% right for this.
But after sending the initial concept over to the client there was a little niggle in the back of my mind that it wasn’t 100% right for this.
The client came to me and said similar feedback. They loved it, and it did hit the brief, but perhaps it needed softening somehow.
I felt a combo of relief that my gut was right, and frustration that I couldn’t tune into my gut earlier before I sent the concept over. But lots was learned from the feedback, so onto the revisions!
The client came to me and said similar feedback. They loved it, and it did hit the brief, but perhaps it needed softening somehow.
I felt a combo of relief that my gut was right, and frustration that I couldn’t tune into my gut earlier before I sent the concept over. But lots was learned from the feedback, so onto the revisions!
Concept for 0.2
Version 2
I was keen to still retain some element linked to direction, so used up and diagonal arrows as the foundation for the graphic elements. Once simplified, the end result is subtle and allows the text to stand out rather than compete with each other. They also reminded me of mosaic tiles which tied in well with the concept of lots of individuals coming together to build something stronger.
Version 2
I was keen to still retain some element linked to direction, so used up and diagonal arrows as the foundation for the graphic elements. Once simplified, the end result is subtle and allows the text to stand out rather than compete with each other. They also reminded me of mosaic tiles which tied in well with the concept of lots of individuals coming together to build something stronger.
Version 2
I was keen to still retain some element linked to direction, so used up and diagonal arrows as the foundation for the graphic elements. Once simplified, the end result is subtle and allows the text to stand out rather than compete with each other. They also reminded me of mosaic tiles which tied in well with the concept of lots of individuals coming together to build something stronger.
I combined two typefaces here for a few reasons. Firstly to allow ‘Look up’ and ‘Beyond’ to stand out slightly more, but also to break up the text a little which felt needed for a fairly long name like this. Having these two contrasting typefaces adds some visual intrigue and balance too.
I also liked that there was one word that stood out among the traditional structured typeface. Similar to LUAB being an exciting group full of different backgrounds who are challenging a corporate structure from within.
I combined two typefaces here for a few reasons. Firstly to allow ‘Look up’ and ‘Beyond’ to stand out slightly more, but also to break up the text a little which felt needed for a fairly long name like this. Having these two contrasting typefaces adds some visual intrigue and balance too.
I also liked that there was one word that stood out among the traditional structured typeface. Similar to LUAB being an exciting group full of different backgrounds who are challenging a corporate structure from within.
I combined two typefaces here for a few reasons. Firstly to allow ‘Look up’ and ‘Beyond’ to stand out slightly more, but also to break up the text a little which felt needed for a fairly long name like this. Having these two contrasting typefaces adds some visual intrigue and balance too.
I also liked that there was one word that stood out among the traditional structured typeface. Similar to LUAB being an exciting group full of different backgrounds who are challenging a corporate structure from within.
The mosaic concept trickled through to the wider look and feel of the brand too, in the form of icons, graphics, and website background elements.
The mosaic concept trickled through to the wider look and feel of the brand too, in the form of icons, graphics, and website background elements.
Well that was a long story (!) but I thought the process of this one would be interesting to share. I have a lot of love for the first concept so wanted to let it out into the world, but ultimately I’m glad the client didn’t go with it. Version 2 ended up being much classier and fitting, plus I think it’ll have a longer lifespan. It’s all just learning every day isn’t it :-)
Hope I didn’t bore you too much, but I suppose if I did then you wouldn’t still be reading this. Thanks if you made it this far!
Well that was a long story (!) but I thought the process of this one would be interesting to share. I have a lot of love for the first concept so wanted to let it out into the world, but ultimately I’m glad the client didn’t go with it. Version 2 ended up being much classier and fitting, plus I think it’ll have a longer lifespan. It’s all just learning every day isn’t it :-)
Hope I didn’t bore you too much, but I suppose if I did then you wouldn’t still be reading this. Thanks if you made it this far!
