Caleb Marot

Client names a new internal Clerk Advocacy program "SOAR" with a need for a branded wordmark. The program gathers performance metrics to quantify, report, and reward field success. The dashboard GUI, PowerPoint presentations, print materials, and storytelling videos all need a strong identity and versatile logo to lead this initiative.

The client supplied me with a preliminary winged "O" design they wanted with different attributes while still emphasizing the "O".

See below.

They were hoping to present a few options for their legal team's approval.

I began developing some additional concepts, starting with the supplied typeface and color palette. I explored a soaring gull silhouette.

See below.

Continuing the seagull theme, I fit the bird's wingspan into the open counters of lowercase "s" and "a". I also favored gray over black as a better value pairing with the cerulean gradient.

See below.

To diversify my third option, I featured a wind contrail instead of wings. I experimented with subtle gradient facets on the "O".

See below.

For the feedback on the first two designs, client felt an eagle or hawk might be a better match for the brand than a seagull.

See below.

Embracing the wind line motif, I added more tapering wind lines.

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The client loved the third logo and is using it in video, screen and print media. Client's brand color cyan replaced the gradient in monochromatic flat design.

Here are applications of its use in the wild: note the "O" in "YOUR" has the same motif; other contributors have made derivative print and motion graphic media.

See below.

Project SOAR

sneak peek

The Problem

The Process

The Solution