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Background

Back in 2007 Pollenizer’s first logo was created. The design reflected a tech focused incubator using a traditional greyscale color scheme with a shade of blue incorporated. The lettermark included 3 modular components inspired by a honeycomb pattern.

In May 2012, it was time for change, as the previous design didn’t communicate our dynamic, ever-changing way of creating startups. Instead, it gave the impression of a larger corporate tech company rather than the  more personal startup lab that is Pollenizer.


Approach

With the new concept we wanted to create the opposite of what we had before, replace traditional with dynamic. The identity shouldn’t be absolute but something that could grow, get animated and be versatile for future subbranding. We wanted the result to be the start of something exciting, rather then a dead end.


Ideas

Scrapping the greys and blue we instead aimed to use a more vibrant and stronger color scheme. We took inspiration from nature and played around with the idea of a seed that grows into something bigger. Other concepts involved the act of pollinating, growing flora and DNA strings coming out of the lab.

The solution

The above logo is the result of the redesign. A symbol based on a seed that grows towards the top right corner (the grand vision for the company). The three modules are still maintained through the use of colours within the shape. For the font we used Banda which is a versatile font family with both friendly and elegant members.


 

With a lot of positive feedback from both the public and partners, the new identity has now made it’s way onto pull up banners, hoodies and the coffee mugs in the hive.

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