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The essence of WeWork as a “product” is physical gatherings and social interactions that take place within a physical space that the company builds for their users. The blue graphic is all about imagination, and sensational experiences that invite us to unleash our creativity and go soaring: “Bang Boom Bzz” and “Cloud-Jumping”, for example, that resonate with children who are looking to surround themselves in a world of imaginative play where they create a self-made environment of unlimited fun and laughter. The declarative and descriptive sentences that they use to share what they’re about, “We don’t act a day over five” and “We’re heading back to childhood”, create a personal connection between them as a brand and us as the ones experiencing that brand. We see a categorical difference between the red graphic and the blue graphic. It’s clear that their brand, as well as their brand voice, are rooted in the value of play and the opportune, once-in-a-lifetime experience of being a kid. Given the circular nature of Skyscanner’s new symbol, the “Sustainability” globe is also incorporated into their finalized symbol.įisher-Price communicates their brand values with both wording and graphics that evoke our inner-child, with their bright, jovial brand colors and playful, care-free choice of words. If you look closely, you can see that the semi-circle in both the “Optimism” and “Ideas” images is combined with a derivative of the downward “Destinations” arrow. This logo design process as depicted by Skyscanner can actually be considered a case study in the outcome of the brainstorming and rounds of iterations that make up the process of designing a brand’s logo from scratch.Ī best practice in logo design is to draw sketches of various images that illustrate and symbolize what your brand represents and eventually to produce a final logo that combines these different ideas.

For example, exhibiting the formation of their logo design and how it combines four illustrations, each one symbolizing a different brand value, and how they morphed these four graphics into one cohesive illustration.

From our perspective, one of our most favorite things about Skyscanner’s brand style guide is the way they illustrate their brand personality, by specifying the thought process behind their brand assets.