After extensive research and exploration, we decided to develop an icon/symbol that bridged the first letter of the company’s name and their love for innovation and idea generation.
Walking a few rounds of iteration we came upon the idea of merging the first two letters of the company name with a lightbulb. There was a beautiful sense of fluidity in the idea that needed to be explored and after developing the finalized sketch it was agreed this was the unique direction we all were looking for.We paired with mark with a simple and beautiful sans serif logotype, Avenir, which is a geometric sans-serif typeface and is French for “future”. We felt this was the perfect option for the logotype as it perfectly defines SI’s vision for being a brand of the future.
It was important that the two objects were balanced and connected seamlessly with each other to help speak SI’s brand story, which is one of innovation, creativity, energy, and fun.