This was an old project for a company that was acquired by Nokia. Apertio provided databases and software for managing customers on phone networks.
I was asked to look at the design of Apertio logo and update it and ‘modernise’ it to read better at small sizes for print and the web. They didn’t feel a complete redesign was required and wanted the overall colours, shape and look to remain. The changes I made are very subtle and you wouldn’t notice at a quick glance.
I first looked at the arrows icon. I simplified this by removing the gradient in the arrows and increased the size to relation the the logotype. Then using the existing typeface as the foundations, I worked on each letter shape, removing elements to soften them visually – like the crossbar of the ‘t’, and the curving of the ‘e’. Also removed any spurs and then added more weight to each letter. Lastly the spacing or ‘white space’ between each letter was aligned to allow the whole logo to breath.
- Logo Design