The prologue

Guys from Anima, which is a tech startup, had an excellent idea but a long way to go to make a real and desirable product out of it. felt disoriented and weren’t sure of what they should do and how to do it. And from the beginning, it wasn’t about „create a logo, and that’s it”. Our role was to navigate them.

Every branding agency and every designer want projects that involve creating a visual side of a given brand from A to Z.

And Anima was such a project.

The first step

We decided to start with the most crucial thing in this project: a physical product. The prototype was created using 3D printing, and it looked like a cute fox. The problem was with its design – it didn’t make us want to buy it.​


Old version:


The device

Because product design is not our specialisation, we created the concept. It was then developed by someone with more relevant experience.

We started to draw first sketches, and meanwhile, we were trying to find similar devices. It became clear that they are actually very simple, minimalist, and they would match any decor.

After seeing some renders presented by Czyżewski Design, we could describe what the end product should look like and add some suggestions.

Finally, we chose the shape and design.

The brand hero

We drew a fox that’s not typical: it’s white, not ginger. This brand hero is similar to Anima’s device; we just added all elements that such a hero should have: arms, legs, entire body.

And this fox can fly a plane, send notices with funny facial expression. Or it can just sit and look at what we are doing right now.

The logo

Everything went smoothly in the beginning… until then. Our assumption was that everything should at least relate to a fox.

But the first sketches of the logo made us think the following: if we have a beautiful device and a charming hero, why should we create a similar logo?

Instead, we decided to make it as transparent as possible in oder to express the idea directly instead of making it remarkable.

As a result, we created a sign based on the most trendy shape nowadays – a cloud that we all recognise from different communicators.

The colour palette

Additionally, we created a palette that is based on two primary colours: white and blue. These are accompanied by complementary colours like red, green, yellow, and their three versions.

These are described in a brand book so it’s possible to arrange them in any way we want and to create gradients out of them.

Thanks to that, a spectrum of possibilities to create combinations that aren’t boring is almost limitless.

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