The client requested a simple, straightforward logo that could translate easily on to embroidered items. They also wanted the typeface to be friendly and characterful, and the logo’s icon to capture the essence of a hug.

This venture capital firm took its name from resonant frequencies, are vibrations of large amplitudes produced by a relatively small vibration near the same frequency of vibration as the natural frequency of the resonating system.

The logo design captures the look of these frequency waves emerging from the center of the letter “o” in the company name.

We decided that using a literal image of an apple was too specific and did not support their goal of letting visitors know they are more than just an orchard and cider mill.

Instead, I used a signature building on their property as the center piece of the logo design and placed an apple stem/leaf coming out of the roof to give the mark just enough “apple”, but not so much that it’s too overdone. The weathered treatment of the logo design and font mimics the look of apple crates from the 1920s and 1930s and helps give the new mark an old fashioned look.

The logo design shows this process in the letter “X”, with the top of the letter representing the pellets traveling downward transforming into a solid, continuous form.

Phone Halo’s product launch and growth has been guided by Noospheric, a strategic partner of Casey’s Head operating out of Santa Barbara, California. Noospheric provides strategic consulting and coaching for growing entrepreneurial companies.

The logo design concept is based on the idea of a protective area formed by the upper and lower arches. These arches also create the letters “p” and “h”. Surrounding this is a yellow halo representing the range of the individual sensors that are attached to the user’s valuable items.