The client is a business delivering online courses and an app for learning Mandarin with an emphasis on ease of learning.

The target audience are business-orientated men ranging mid 20's to 40's and securing b2b clients and retainers. The client aims to develop a brand that conveys a sense of professionalism and modernity, a brand future-proofed to ultimately transcend their current business remit.

The first pass of brand names yeilded 18 results. All of the above were then further reviewed and edited down to 6 logos and presented to the client. Further work eventually got the brand name down to Fluencz or SquareSpeak.

As the client was indecisive with the brand name, we opted to progress with the two names in design passes for the client to visualise the final concept. For both names, there were 3 passes, followed by an additional 3 passes, pairing the names and bringing them into direct comparison to further refine. The final logo stemmed from, in total, over 80 different iterations.

The end result is a logo using strong, bold sans serif font (Brandon Grotesque) to give a sense of professionalism and robustness, which meets the existing requirement and allowing the brand to expand in the future.

The logo needed to include a logomark along with the type to ensure the logomark can be set for digital and social media usage to allow brand recognition with the icon separate from the type.

Limiting the colour palette to black, white and red, helps to communicate the straight forward, no-frills nature of the service and also the Chinese connection due to the importance of red within the Chinese national identity for both political and cultural resonance.