VeriFi Logo Design

Helped client explore the brand visual identity and designed a new logo that captures and communicates VeriFi's core value and mission

Client

VeriFi

Scope

Design a new logo that communicates the brand’s core value and mission

Timeline

06/2024-08/2024

My Role

Brand Designer

BRAND DESIGN

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LOGO DESIGN

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DESIGN THINKING

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BRAND DESIGN 〰️ LOGO DESIGN 〰️ DESIGN THINKING 〰️

01

Mission Statement

Transparent sustainability from the ground up.

I facilitated a brainstorm workshop with VeriFi’s key stakeholders to better understand the brand and the message we want to get across.

Sustainability

Unity

Credibility

02

Current Logo Critique

Meaning: Produce data that’s credible from all sources (cross validation)

  • Green circle: different sources

  • Blue circle: Data backed by all the sources

  • Blue pentagon: tying all the different sources

Feedback: it’s too literal with irrelevant meanings conveyed

  • Validation is a solution to the challenge - not the ultimate goal, which is sustainability

  • Irrelevant meanings conveyed:

    • The pentagon shape gives VeriFi a strong resemblance to a military contractor, evoking associations with the Pentagon.

    • The combination of shapes also bears a resemblance to a revolver.

Areas of Improvement: Make it simple, memorable, and scalable across different media types.

03

Competitive Analysis

I conducted an in-depth analysis of VeriFi’s main competitors and explored best practices in sustainable branding design:

  • Keep it simple: avoid overly complex details

  • Relevance to the mission: sustainability

  • Memorability: incorporate unique elements that speak the brand and set the logo apartment from others

  • Scalability: the logo should look good at any size, from an app icon to a large billboard

  • Color: Choose colors that evoke the desired emotions and associations, as we can see a lot of blues and greens here

04

Color Analysis

We need to choose colors that resonate with our audience and effectively convey our brand message. However, to stand out in a competitive space, we must also select distinctive colors. I've conducted a thorough color analysis to ensure we're well-positioned.

05

Logo Explorations

After multiple exploration rounds and client review meetings, we narrowed down our options to these four. The core design philosophy includes:

  • Color: Leveraging the updated brand palette to reflect the brand's mission.

  • Letter V: Ensuring the design resonates with the brand name.

  • Leaf Shape: Emphasizing the brand's key mission of sustainability.

06

We have a winner!

The clients ultimately chose this option because of:

  • Clean Style: A sleek, modern aesthetic.

  • Double Meaning of the Leaf: It symbolizes both sustainability and the mission of using data to support regenerative farming.

  • Hexagon Shape: Echoes the satellite mapping of farms, reinforcing the connection to agricultural technology.

New Logo Application

07

Final Takeaways

This was a fun, rapid-fire, one-week bonus project I did for VeriFi. While my main focus is on UX strategy and design, I love diving into creative projects like this one - and applying the similar designing thinking approach! It’s a chance for me to think differently—playing with shapes, colors, and imagination to bring something new to life.

This project taught me a lot, especially about quickly understanding a brand and creating a logo that truly represents its message. Sure, with more time, there are things I’d refine, but it was incredibly rewarding to see the clients happy with the results and proudly using the new logo on their LinkedIn profiles!