This was a fun and interesting company to work with. They have a great product they are working on, and were really hands on (in a good way) and passionate about the representation of their brand.

There was one thing that happened in the first presentation that I had never experienced. I put together the logos in a PDF (the client was not in town so we presented online) and I didn’t save the PDF to be compatible with old versions. Really old versions. We presented logos on two pages in the PDF and as we were walking the client through them it became apparent there was a problem and that we were not looking at the same thing. I figured out that he was viewing the PDF in a very old version of Reader and it was showing both pages stacked on top of each other. Every logo was basically two logos mixed up together–which obviously alarmed him very much when he opened the doc to see our first attempt as a jumbled mess.

Well, the really odd thing was that there was actually one he liked! Even when we got things straightened out, he wanted us to pursue that other mish-mash design. It wasn’t my favorite, of course, but it was kind of funny and interesting in a dadaist sort of way.

Our second round of designs explored three directions:

The custom logotype was incomplete, but gave the client the idea of where we could take it if we went that direction. They liked that concept, but wanted it simplified and put together with the single-rounded-corner idea. A couple of rounds later, we had finally got to the final version, which the client was very happy with.

At this point we had already talked about the interesting things that could be done with the shape, especially with the business cards.

There was a last minute change to the green to make it warmer. It wasn’t my choice, but I could definitely live with it, knowing that the client was happy. We worked on the brand voice and messaging for CloudForest also. they have such a varied audience segmentation that the tone for each needed to be tailored pretty specifically. For example, their software will be used by both creative folks (especially architects) and financial folks. Those audiences speak completely different languages. Finding the right words and tone for each was necessary, and think we accomplished that successfully.

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