Share on facebook
Share on twitter
Share on linkedin

Creating a brand logo is no child’s play, but it sure is a mix of equal measures of challenge and fun. If you are a graphic designer or someone who has worked on branding ever in your life, then you know what we mean. This is the story of the behind-the-scenes of creating a brand logo from scratch, and our protagonist here is Lilo.

One of our friends, who is also a designer, had recommeded us to the the Lilo team. The stakes were high as we had shouldered a responsibility that came with high expectations. However, the folks at Lilo were quite apprehensive at giving us the project — perhaps beacause we were newbies without much to flaunt in our portfolio (which would change once we designed the Lilo logo). Their apprehension at first did hurt our egos. But when it comes to creating memorable designs, ego is not included! So began the brainstorming, and boy did we impress the Lilo team with some fantastic designs!

How the Balloon Came to Be

Lilo, short for “Little Locator”, is a startup making wearable devices for children. The basic tenet of a children’s brand or its logo is that it should click with kids of all ages, including toddlers and those a little older. The logo should be loveable, colourful, and curvy with no sharp or blunt edges. Using this approach we shortlisted three designs. The idea behind one of the designs that stood out was based on our wordly observations.

If you’ve travelled far and wide, you would have noticed how Chinese tourists move in large groups. You would have also observed that their tour guide holds a coloured flag for easy visibility. Intelligent, isn’t it? This was the first observation we latched on. The second was the use of huge hot air balloons at events, which are visible even from long distances when lit. The idea of using balloons in the logo stuck even deeper as kids (and adults) love them.

It’s quite common on Indian roads to see balloon vendors doing rounds with colourful helium balloons, especially hovering for a long time around vehicles with kids for a guaranteed sale! And who doesn’t love helium balloons — it’s quite magical to see one floating in the air! So we wrote the name Lilo and placed a balloon in place of the “O”. To make it more attractive we designed the balloon with a hanging string that gave an impression that it’s let loose in the air and on its way up. The folks at Lilo loved this concept and there weren’t any further iterations on the design. Did we hit the bull’s eye in the first shot? Read on.

Did You See the Puppy?

Serendipity is a beautiful word and it is more so when it happens to you in real life. A serendipitous occurrence happended to us and that’s how we found the puppy. Okay, we won’t leave you scratching your head now. The Lilo logo design we had created looked like an adorable little dog. If you didn’t quite notice, you can check it out once again; go ahead, we’ll wait. Now that you’ve taken another look at it, doesn’t the balloon resemble the dog’s head and the “LIL” of Lilo the body? The serendipitous incidence that made us figure that out was a power cut, when the bright laptop screen with the logo on display was the only thing all of us could see in a dark room.

So to enhance it further and make the design perfect, we made a few more adjustments. First we cut the string holding the balloon so that it would resemble a dog’s face more clearly. Next we applied the golden ratio to modify the shape and design. Being one from the graphic design clan, you would know that this is the tool to use when you want to be on the creative level as that of the great artists, such as Leonardo Da Vinci or Salvadore Dali. Did you know that even Apple’s logo uses the golden ratio? (You knew? Ping us to join our team!) With the few modifications done, we had a transformed logo ready.

There’s No Turning Back

Although the logo was ready and was an instant hit with the Lilo team, we hadn’t hit the fish eye yet. We had the Lilo investors left to impress and convince. If you’ve had anything to do with startups or had your own, you would know that they are a different breed of people and not that easy to convince. But our preparation and confidence in the logo we had designed kept our morale high and steady. So we presented the transformed version of the logo with perfect dimensions and there was no turning back! That was the turning point in the history of Pebels. We had successfully delivered our second logo project without iterations and in turn made our Lilo logo the benchmark and the golden standard of creating future logos.

Working together as a design team and brainstorming on uncharted territory made us grow and do great projects together. It was a learning curve for all of us involved. Every logo has a story — of the brand, of the things that go behind coming up with a skeleton sketch, and the final design. The entire process of creating a logo is a fruitful journey for all the creative minds involved. Have you been on one such journey or want to join the bandwagon of storytellers at Pebels? We would love to hear your story.