This logo project was made for The Center for Innovation at Blue Cross Blue Shield headquarters in Philadelphia, Pennsylvania. The logo needed to work in tandem with several logos, including the Blue Cross logo among others. The logo required following the brand guidelines ascribed to the Blue Cross logo.
With this design, I was given a set of assets to work with, including the phrase "Connect - Cultivate - Create", along with the title of the innovation centre, what fonts I could use, and what colours were appropriate for this logo design. After working on a few sketched versions of the logo design, I applied a few of them to Adobe Illustrator and worked with the Creative Director in finalizing 2 logos to apply for the space.
The process involved sketching, vectorizing, and experimenting with a variety of type weights, sizes and styles until I landed on a few I felt most drawn to, that also embodied the qualities described by Independence Blue Cross for their innovation space (organic, creative, connective, original). After showing my initial designs, I was asked to come back with a more verbal description of my designs. This really solidified to me the importance of explaining the ideas that go behind each logo design.
For the Center for Innovation logo design, I wanted to illustrate the importance of conversation and connection, which are integral parts of the Innovation Lab. Through the collective conversations we have with a diverse ambt of people, we can better understand our positions in what we create. By cultivating inspiration through these conversations, as demonstrated with the related floating ellipses around the conversation bubbles, we can truly innovate.
The logo inspiration emerges from the space the Innovation Lab will provide, which is represented by the square form in the logo design. The logo also closely follows the Golden Ratio, which was used by DaVinci often in his works of the Vitruvian man; a part of the Independence Blue Cross logo, and draws a connection between them.
