Naming + brand identity process for Clearsource ethanol.
We started with an exhaustive brand sprint, that is composed of exercises that are geared for our creative team to learn everything we will need for an ongoing relationship with the client. We learn audiences, values, goals, why/how/what, positioning + competitors, and compile them in on concise document.
We exhaust synonyms of values discovered in the brand sprint, dive into history + origin stories, and come up with abstractions of words. Relying on mind-mapping for naming allows for us to always tie names back to their reasoning + origin. This allows us to visually show our line of thinking. Then we need to check the name's availability.
Once we have picked a name, we begin exploring art directions. This is also guided by the brand sprint. Once a moodboard is finalized, they become our north star while creating anything visual. From a visual standpoint, our moodboard is just as important as the brand sprint. Moodboards can determine colors, typefaces, photography direction, and more. It is important to create a moodboard that is open to interpretation, but also specific enough to create a cohesive brand.
Once we have a finalized moodboard as our north star, we begin creating logo concepts. We are always finding inspiration from the moodboard, and also testing anything we create directly against the moodboard to make sure it relates back to our art direction.
Fine tuning the concept
After a few rounds of logo exploration, we have usually honed in on a concept that we can begin to fine tune. Now we begin to find to find some solid geometry, semantics, and reasoning behind the logo.
A full type exploration is not always needed, but in this case we explored dozens of different typefaces and treatments. The client really wanted an all-caps treatment, however the final name "clearsource" was too long to go all-caps. With some straight forward reasoning, they were able to see how their logo with wordmark, was becoming cumbersome, and opted in to using mixed-case.
The final outcome was a logo that Clearsource was very happy with, and could see their company and values in. The green area signifies the leaf of a plant, which ties back to their emphasis on origin of product. The blue area signifies the horizon line, and pays homage to the farmers that make their product possible. And the star or north star is a nod to a company with ethics. The mark as a whole is also an abstraction of earth, showing they are a sustainability forward company.