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


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

Concept 1
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Diagonal arrow and curved line create the feeling of movement and represent exploration, searching, and leading the way forward
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Shape is inspired by the Icario “o” with the strong diagonal and negative space
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The line ending in an arrow creates a path and shows a journey from beginning to end

Concept 2
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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
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The connected lines and dots create a path, representing wayfinding
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The path created by the lines and dots illustrates a journey from beginning to end

Concept 2 - Illustration
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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
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The connected letters illustrate the idea of finding your own path


Logo concepts mocked up on the website
Typography

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

Logo in ocean (primary use)

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

Illustration in ocean (primary use)

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