Bridge LLC, a newly founded educational start-up, presented the task of designing a brand identity from scratch. The goal was to design a simple, clean trademark logo which would be able to formally convey an idea, to develop a consistent formal language, and to produce deliverables such as business cards and letterhead.
Successful educational start-up branding is often informal in nature. When successful, there is an inherent looseness that differs from rigid typography. As educational start-ups cater to students and those who wish to be educated, the job of the graphic branding itself is to initiate a relationship which is not stressful or unnecessarily serious. The ideal mood which branding like this must convey is one of playfulness and lightness.
The trademark or abbreviated logo is formally simple, boiled down to an elemental shape, with additional or supplemental geometric patterns are also elementally derived. Within the formal vocabulary of the geometry, a silhouetted graphic of a bridge over water is created within the bounds of a lower case 'b'.