BUILDING ON A BRAND

Role: Art Director + Lead Designer

Advocate provides Technology Business Management (TBM) expertise, solutions and managed services to accelerate IT value across the a company. They hold an advisory conference and webinar each year with more information on TBM and their offerings. I helped create a logo for 2019’s forum.

After just a few rounds, I arrived on a concept that echoed the iconographic style of the Advocate logo by using rounded chat bubbles, representing the valuable conversations that would take place at the conference. The logo uses the orange and blue brand colors of Advocate, as well the same typeface in a heavier weight. The final result is a logo that ties in technology balances a lot of text, and still relates to Advocate’s brand.

Secondary Logos

All logo concepts of course need to work in black and white as well.

The Process

Below is a preview into some of the other concepts I created for this pitch. I believe in the value of the process just as much, if not more, than the final result. Here are a few executions of the same conversation bubble motif as well as some more business-oriented ideas with the briefcase. The biggest challenge with this logo was balancing the amount of text asked for while still making sure it resized well.