The Art of Reinvention -The Story Behind Our New Logo

It all started back in 2009 when our eLearning company burst onto the scene with a simple logo and a grand vision. Since then, we’ve been creating award-winning content and eLearning solutions that help people all over the world engage, learn, and retain vital training information.

But as our company has grown and evolved, we knew it was time to take our branding to the next level. And let’s face it, a fresh logo can do wonders for a small company. That’s why we embarked on a journey to create a new logo that perfectly represents and reflects our dynamic and dedicated team of professionals, our global reach, and our exciting future.

So, sit back, relax, and get ready to be blown away by the design process behind our new logo. It’s a true reflection of the path we’re headed down, and we’re confident it’ll make a lasting impact on our clients and partners. Join us on this journey of creativity, innovation, and brand transformation as we proudly launch our new logo.

Are you ready for some branding magic, folks? We’re about to unveil the top-secret behind-the-scenes look at our rebranding process here at eWyse. It’s the kind of content that makes marketing gurus drool, designers fist-pump, and writers like me jump for joy (okay, maybe that last part is just me when my knees allow me).

Our branding designer Ivan is in the hot seat, and he’s going to share all the juicy details on how he transformed our logo from bland to grand.
So, take a break, unwind and enjoy at your own pace!

Old vs New

Q: Ivan, as the famous saying goes, change is the only constant in life. With this in mind, what inspired you to give our logo a facelift? What were the goals you had in mind when creating the new design?

A: To be honest, as soon as I joined the team, I knew that I wanted to give our logo a glow-up. So I rolled up my sleeves, put on my designer hat, and got to work. The process was a bit like a makeover montage in a movie – lots of brainstorming, sketching, and trial and error until I finally found the perfect look. But now, I’m proud to say that our logo is like a shining beacon of awesomeness, representing all the values and character of our agency in one neat little package.

And the best part? It’s not just a pretty face – it’s practical, versatile, and ready to take on whatever challenges come our way. As a designer, I relish the challenge of creating something that not only looks amazing but also perfectly encapsulates a brand’s identity and values. It’s like being a sculptor, but instead of chiselling away at marble, I’m hacking away at pixels. The ultimate goal was to create a logo that was not only eye-catching and memorable, but also reflective of our entire agency’s story, values, and culture. No pressure, right?

But seriously, we wanted every employee to connect with it on a personal level, and for clients to see us as the dynamic, innovative, and commercially-savvy team that we are. And if it looks pretty cool in the process, well, that’s just a bonus.

Q: What were some issues you encountered with the old logo?

A: Truth be told, our old logo wasn’t exactly blowing us away. It was a bit too generic and didn’t really convey the true essence of eWyse. In fact, it was more like a placeholder logo that was just waiting for its true love to come along and sweep it off its feet.

It was like going to a party wearing a plain white t-shirt instead of a flashy sequined jacket. Sure, you’re still at the party, but you’re not making a statement if you get my drift.

The previous logo didn’t quite fit the bill in terms of usability and practicality, to say the least. It was a bit like trying to force a square-shaped object into a round hole. The old logo wasn’t always applicable – for instance, the negative version looked like it had a bad day and was in desperate need of a hug. Not always the most practical solution, you know? But we don’t hold grudges here at eWyse. It served its purpose for a while, but it was time to move on to bigger and better things.

Q: Where did you get the inspiration for the new logo?

A: Well, let me tell you, the old logo was not without its flaws, but it did provide a glimmer of inspiration for the new design. I took inspiration from the most powerful tool we have: the human brain. From there, I crafted a concept that incorporated our agency’s values, vision, and mission. I wanted something that would stick in people’s minds like a catchy pop song. And what’s more memorable than a maze?

I delved deep into the labyrinth of my own mind and emerged with a vision for the new logo. During the brainstorming process, I considered all the important aspects of our agency and what our new logo should represent. Ultimately, the idea of a labyrinth, the 3C framework, and the focus on people and users all came from inside the brain. It’s amazing what you can come up with when you put your mind to it!

The eWyse logo was designed with an appreciation for the intricacies of our work and the significance of prioritizing people in all aspects.

The Design Process

Q: Can you walk me through your creative process for designing the new logo?

A: Well, the first step in the creative process is to grab a small notebook and a pencil. It’s time to let your imagination run wild and sketch out some of the craziest but most interesting ideas that come to mind. It’s like a brainstorming session but without any rules or limitations. The pure essence of creativity.

Once I found a sketch that sparked joy, I refined it on paper until it started to take shape. Then, I recreated it in the Illustrator program and started thinking about all the technical aspects like symmetry, balance, and proportions. It’s like a puzzle, and I’m trying to fit all the pieces together perfectly.

The third step is where I recreated the logo within a geometric frame, with a focus on simplicity, balance, and functionality. This was probably the most challenging part of the process, but also the most crucial. Attention to detail is key, as you strive for perfect proportions and symmetry.

The fourth step involved finding the right font to complement the logo, with a focus on harmony and character. The font should be practical and functional, while also being aesthetically pleasing.

And voila, you have a logo!

Finally, the fifth step involved refining the logo with a positive, negative, and black-and-white version, as well as developing an icon, colour palette, and pattern for the logo’s further application.

So there you have it, the secret recipe to my logo-making process.

And if you ever catch us designers talking to our sketchbook like it’s a long-lost friend, just know that we’re in the zone and creating magic!

An inside peek at the Logo Construction Details

Q: Tell us about the symbolism and meaning behind the design elements you chose to include in this logo.

A: Picture this: a brain, the epicentre of all human thought processes, where knowledge and wisdom reside. Now imagine a labyrinth, symbolizing the journey of learning through eWyse’s eLearning courses, designed to make your brain cells tingle. The 3C symbol, standing for creative control, process control, and financial control, is an innovative foundation of our business, and let’s be real, who doesn’t love a good foundation?

And at the very heart of the labyrinth, we have a symbol of a person, representing our “user-friendly” and “client-oriented” approach to business, because, at eWyse, we know how to treat people right.

Our logo represents the perfect fusion of brains, creativity, and client-centeredness, all wrapped up in a neat little package that screams “eWyse” from the rooftops.

Q: How did you choose the colour scheme for the new logo? What do these colours represent, and what emotions and associations do they evoke?

A: Our colour palette remained unchanged in this logo rebranding because it continues to evoke the same emotions and associations as before.

Green is the colour of good vibes, growth, prosperity, knowledge, and all things inspiring. Black is the epitome of power, strength, sophistication, professionalism, and respectability – it’s like the James Bond of colours. And white? Well, it’s the suave and debonair colour of sophistication, efficiency, and clarity.

Think of it like the Audrey Hepburn of colours.

Q: What was the reasoning behind the choice of fonts in the logo redesign and how do they contribute to the overall design?

A: Well, let me tell you about this particular font we chose for our logo redesign. I went for the Nexe font, but I didn’t stop there. I did some custom tweaking to make it look unique and amazing for the eWyse brand. I extended the letter “W” on one side to give a nod to the letter “Y” on the bottom, achieving that perfect balance that’s so important in life. The height of the word “eWyse” now matches the new symbol, and everything is just harmonious. I switched the roundness of the old logo’s letters for sharper angles to communicate the serious business and professionalism we’re all about.

Q: What are some of the key features of the new logo?

A: The new logo is like a multi-tool for your visual identity – it’s versatile, sleek, and efficient all at once. With this logo, we’ve achieved the perfect balance of clarity and functionality, just like a trusty tool that can tackle any task with ease.

The geometric design adds a touch of visual appeal and the custom font tweaks ensure that everything is in perfect harmony, making it crystal clear that our agency is all about quality and values. It’s like a superhero costume that communicates what our agency stands for in a stylish and efficient way.

Q: How do you balance incorporating eWyse’s existing identity with creating something new and fresh?

A: Rebranding is all about finding the sweet spot between the old and the new. It’s important to retain the positive aspects of the previous identity, such as the colour palette and the raised letter “W,” that employees and clients have grown to love and identify with. However, it’s equally important to build upon those good characteristics and integrate them into new ideas. This way, the old and the new details become seamless and contribute to a high-quality rebrand. In the case of eWyse, we kept hints of the old identity, but with a fresh and innovative approach, the new logo stands out and makes a difference.

Q: Were there any challenges or risks you faced when rolling out the new logo? Was it more like a walk through the park with the breeze in your hair or like walking on a tightrope?

A: Rolling out a new logo can be a challenging and risky venture. It was definitely more like walking on a tightrope – you have to be careful with every step. In my case, the biggest fear was the possibility of failure. In essence, there was a fear of receiving negative feedback and having the proposal for the new logo rejected, considering that I decided to undertake the redesign solo, in a sort of covert operation. It’s like throwing a surprise party for your friend and wondering if they’ll actually enjoy it or if they’ll spend the whole night complaining about the decor.

Then there was the nerve-wracking moment of presenting the new logo to the world. But thankfully, the response to our new logo has been overwhelmingly positive.

You never know what kind of reaction you’ll get, and there’s always a chance someone will say, “Hey, that looks like the logo of something I’ve already seen!”

But hey, that’s the beauty of taking risks, right?
You never know what’s going to happen, but if you play your cards right, you might end up with a masterpiece.

Now we’ve got the breeze in our hair!

Q: How did you address and overcome these challenges?

A: Ah, the joys of trying something new! Of course, rolling out a new logo always comes with its fair share of risks and challenges. It’s like trying to ride a skateboard while juggling flaming hoops and singing your favourite song backwards.
When facing daunting obstacles, it’s important to keep a cool head, listen to feedback with an open mind, and adapt to the situation like a chameleon on a rainbow. Remember, every challenge is an opportunity for growth, and with a bit of determination and creativity, even the most daunting tasks can be conquered.

An exciting future ahead

Q: How do you see the new logo reflecting or enhancing the brand identity of eWyse?

A: Our new logo is more than just a visual treat, it embodies our brand values and identity. We aimed for a perfect balance of professionalism and playfulness, think business attire with a touch of casual flair. And let me tell you, we hit the bullseye with this one!

The dynamic symmetry of the logo is like a dance – it’s captivating and intriguing, But what’s even more important is how it makes each and every one of our employees feel. They say a picture is worth a thousand words, and in this case, it’s worth a thousand connections. The logo has brought us all together, like a big happy family, and it’s really helped our company culture thrive.

Our logo is like our superhero cape – it’s the first thing people see when they meet us, and it represents all of our hopes and dreams for the future. We wanted our identity to be strong and memorable, like a catchy tune that you just can’t get out of your head.

Q: What advice do you have for companies that are considering a logo redesign? What are some common pitfalls to avoid?

A: When it comes to redesigning a logo, my advice is to tread carefully.

You need to invest time, effort, and resources into creating a visual identity that will effectively represent your business’s values and ideas in a quality and attractive manner.
When designing a logo, strive for something that is creative, unique, yet simple and memorable.

One pitfall is trying to please everyone.

Your logo won’t resonate with everyone, and that’s okay. Focus on your target audience and what will resonate with them.

It should convey emotions or associations that are relevant to your brand, and be applicable to all aspects of your business.

Whatever you do, avoid amateurism and any hasty solutions that may end up being a major failure. Also, stay away from copying successful logos, for that is nothing but a lack of confidence and an ultimate recipe for disaster.

Q: How do you feel about the final result of the logo redesign? Are you happy with how it turned out?

A: The final result of the logo redesign brought us pure joy and excitement throughout the entire agency. I was pleasantly surprised by the overwhelmingly positive feedback I received during the logo presentation. It’s not often that a designer gets to experience such a unanimous outpouring of support, but it happened!

 Everyone gave their two cents on how we could use the logo creatively, from mugs to plates and beyond, but what really mattered was that we all had huge grins on our faces. It was clear to everyone that we finally had a logo that we could all be proud of.

And there you have it my friends, the story and process behind eWyse’s logo redesign.

From humble beginnings to award-winning success, it’s been quite the journey. Many thanks to our mastermind Ivan who created our new logo. His artistic talent and hard work have resulted in a visual representation of our brand that we are proud to showcase.

I want to take a moment to acknowledge and thank the rest of our dedicated team, who also played an important role by providing valuable input and unwavering support during the logo creation process. Their contributions were crucial to achieving the final result, and I am honoured to work alongside such a hardworking and talented group of individuals.

It was quite a process, but in the end, we came out with a logo that we’re proud to call our own. We’re thrilled to share it with the world and can’t wait to see where it takes us.

Thanks folks for coming along for the ride, and let’s raise a glass to the future of eWyse!

“Design is not just what it looks like and feels like. Design is how it works.”
Steve Jobs


Author: Irena Buha
Logo Designer: Ivan Blažević

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