Deemaze logo concept

Choosing a brand’s logo is a very important step. At Deemaze, this was a thorough process.

Doing it our own way

Our first decision was that the logo should relate to our name. Therefore, the design team started their work focused on mazes’ related stuff.

The first round of experiments came out with the following results:

The first round of proposals for Deemaze Software logo

In general, we found the 3rd proposal too simple, while the mazes in the “D” letters made the company’s name harder to read.

We established a new requirement: our logo should be composed of an icon along with a wordmark. We hoped to achieve better readability and make it easier for people to connect the logo to the brand.

Still, we liked the concept behind the first proposal, having a mazed “D” letter following along with the name. The next round of drafts followed the described pattern, resulting in the following:

By using a symbol next to the company name, we expect people to associate them with each other.

The results from this round were satisfying. We found the logos a lot more readable, and we still had the maze component in the symbol right before our name. The first image was more appealing, as it was the more maze-like symbol. The only problem was that our intention is to solve our clients’ mazes — entry and exit points must exist.

The first serious proposal for our logo, composed by a maze symbol and our name in front of it.

Picking a color 🎨

Then, we went for color selection:

Despite the different blue tones we experimented with, we felt that red was prettier and a stronger color to work with.

An immediate thought these days is to use blueish tones, since that’s often associated with confidence and peace. But we wanted to use a stronger and more vibrant color. Our favorite so far was the red in example #6.

At this stage, our satisfaction levels were increasing. We still felt we needed to iterate on our icon, we started showing our prototype to a few selected people, in order to get some opinions.

Keeping it simple

The results were not overly conclusive, but a significant portion of our audience pointed out that the icon was too complex. We aimed to build a simpler image, able to represent a maze in a more minimal and abstract way.

Keeping the icon plus wordmark rule in mind, we ended up with the following:

Our first logo proposal against simpler maze versions created by our design team.

We considered the 3rd as the best option since the logo caused more impact with the background. However, it diverged from the original concept, as the maze was way too simple at this point. We put some more effort into this one, and came up with the following draft:

Font types

Selecting a font was also a crucial process in the creation of our logo. We started by gathering several experimental font types. Step by step we dropped those that didn’t fit so well with our logo, reducing the group until we only had 8 font types.

The top 8 fonts we came up with to go along with the maze symbol.

We selected the number 5, the Prime typeface, because we liked the balance between its rounded corners and straight lines.

Final touch

Afterwards we worked around details on the icon to make it match the selected font. For example, the intersection of two maze walls became round.

Deemaze’s final logo

This was a very important step for us as a team. It required a lot of effort, especially from our designers to put their best into this great result.

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