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Pathfinder logo and homepage illustration created for Icario

Challenge

Create a logo for Icario's internal employee website that adheres to brand standards, fits in with Icario's pioneer archetype and demonstrates the idea of leading a path forward

pathfinder
noun

a person who goes ahead and discovers or shows others a path or way

Sketches

Pathfinder_Sketches.png
Pathfinder_Sketches.png

Presentation of final concepts

The team was presented with two concepts to choose from as well an optional illustration to go along with the second concept

pathfinder_otherConcept.png

Concept 1

  • Diagonal arrow and curved line create the feeling of movement and represent exploration, searching, and leading the way forward

  • Shape is inspired by the Icario “o” with the strong diagonal and negative space

  • The line ending in an arrow creates a path and shows a journey from beginning to end

pathfinder_ocean_RGB copy.png

Concept 2

  • The lines leading into the arrow illustrate the word “pathfinder” and the dots show the different links and destinations that we will go to throughout the site

  • The connected lines and dots create a path, representing wayfinding

  • The path created by the lines and dots illustrates a journey from beginning to end

pathfinderIllustration_ocean_RGB.png

Concept 2 - Illustration

  • This design is meant as an illustrative element that could go along with logo concept two and could be used within a slide deck as a way to present Pathfinder

  • The connected letters illustrate the idea of finding your own path

02_icarioPathfinder_LogoConcepts_10-6-213.jpg
02_icarioPathfinder_LogoConcepts_10-6-215.jpg

Logo concepts mocked up on the website

Typography

Pathfinder_Typography.png

Poppins Medium (Icario's brand font) is used in the logo to keep it consistent with brand standards

Color Palette

#083659

Ocean (from Icario primary color palette)

#FFFFFF

White (from Icario primary color palette)

Final Logo

pathfinder_ocean_RGB copy.png

Logo in ocean (primary use)

pathfinder_white_RGB copy.png

Logo in white (can be used in white when placed over ocean or dark backgrounds)

Final Illustration

pathfinderIllustration_ocean_RGB.png

Illustration in ocean (primary use)

pathfinderIllustration_white_RGB.png

Illustration in white (can be used in white when placed over ocean or dark backgrounds)

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