In August we launched our new identity; with the help of Rooster Punk, we started to communicate something wonderful.
Deadlines were tight, too much coffee was consumed, not enough sleep was had, but we got there, and the team really did triumph together. In this post and subsequent posts, I am going to outline some key points around our new identity, focusing on our logo first.
Crowdcube has become a brand name investors and entrepreneurs have come to trust and recognise, so we chose to keep our name.
We have grown so much in the past seven years we felt we needed to do more: we needed to show the passion behind our brand, show our loyal customers, both current and new, who and what is behind Crowdcube, and what we stand for.
Since launching in 2009, we have championed our literal crowd persona logo. It worked for many years and was updated along the way but we have grown and evolved so much, it no longer conveyed Crowdcube’s reason for existence; we needed our logo to encompass our values, who we really are.
We started a long journey of creating our identity, over a course of 11 months, to create one that better reflected who we are. We had the why we exist; fuelling the next generation of businesses who want to leave their mark on the world, now we needed to visualise it: how do we reflect our values and what we stand for in our visual identity?
We didn’t want just a logo. We wanted something that embodied our meaning. We wanted something people could rally behind whenever they saw our name. Logos by nature need to be simple, something that can be easily recognised, but a logo that resonates with our purpose, our meaning and connects with people is timeless. It also gives room for personal interpretations, hope, growth, aspiration.
Logos by nature need to be simple, something that can be easily recognised, but a logo that resonates with our purpose, our meaning and connects with people is timeless.
Working with Rooster Punk, we incorporated a few themes into the ideas:
- simplicity and confidence of our name
- growth, support and power of wonder
- spotlight on the wonder, to name but a few.
We came up with a lot of iterations — some looked the part, some didn’t feel right and some had good intentions, but weren’t in tune with where we were going.
The beginning of wonder
We went back to the drawing board (literally) and Crowdcube Design met up with David from Rooster Punk to reconnect. We started to sketch ideas from an open conversation about what Crowdcube meant — steering towards the power of our wonderful businesses.
From the quick sketches our logo was born, based on “Funding the Wonderful”, the wonderful resonating from the start of our wordmark. It’s not just a logo, but a symbol of our wonderful businesses.
The first draft of our new logo
The logo was created with an angle starting from the C in Crowdcube, just enough of an angle to show a significant shape, cutting through the geometric ascenders (d and b). The geometric typeface was created using the rounded angle of our wonder shape, to create an evenly weighted wordmark.
But… something still didn’t sit right. Some letterforms weren’t developed properly and the baseline wasn’t perfect. We worked with Rooster Punk to finesse it and add the final touches. The letterforms were corrected, the kerning properly distributed so it has even visual weight and feels complete, as strong as the meaning it was born to portray.
Crowdcube, funding the wonderful
Optimising our logo
We now had a strong logo (note: work was going on in parallel to this on our web and app visual identity which we will explain in another blog post), but we still had some work to do to make it recognisable on smaller screens, social websites and our App.
From visual tests, it was evident our logo would not work. It was not strong enough.
Due to the way our logo was designed, when contained within a shape (app icon square, or circle) there was a lot of white space top and bottom. The wordmark (“Crowdcube”) became illegible and the strong meaning it was meant to portray was becoming lost.
We reduced the wordmark to just the C, kept our strong brand colours and the beginning of our wonder mark. The blue background was used to give our orange more power to stand out.
We’re proud of the outcome Rooster Punk and Crowdcube created and we hope you are too! If you have any questions, please get in contact with Crowdcube’s design team at email@example.com.
Up next: updating Crowdcube’s online web and App platforms