"logovo of a designer": design hackathon

Our branding agency, together with the coworking network PROSTO, held a design hackathon called "LOGOvo of a designer".

Yulia Sukhareva, our brand designer, gave a presentation on the topic "Context and Logo: how to create more than just a symbol" and discussed several factors influencing the development of design.

Before starting to create a logo, it’s essential to analyze the product, the market, competitors, and the audience.

It is also important to consider the feelings and emotions the brand wants to convey and to plan in advance how the design will be applied across different media.

Yulia Sukhareva, brand designer at ICU:

"An effective designer is a thinking designer. The design you create should solve the business's goals and objectives".

To achieve this, it's essential to better understand the brand’s audience and its information field: lifestyle, hobbies, workplace, barriers, experience with the product and motivation for engaging with it.

Aleksey Molchanov, our creative director, highlighted the topic "How the personality of the client influences brand development". He identified three key figures that shape a brand: the business owner, the art director, and the audience.

Archetypes play a crucial role in creating a functional design. First and foremost, it is necessary to define the archetype of the brand's founder, its audience, and the creator working on the project. To define them, a brief should be conducted, asking the following questions:

1. — Do you have a slogan? What message do you want to convey through your product?
2. — What benefit do you want to bring to the world and to each person?
3. — What criteria does your company use to select team members? What do clients love you for?
4. — How is your brand better in terms of practical value? What emotion should your brand evoke?
5. — What practical benefit does your brand provide?

During the hackathon, participants worked with real clients, conducted briefings, and presented their concepts. Acting as the jury, Yulia and Aleksey evaluated each project and gave their recommendations. The winner received a memorable gift that will serve as a guide towards new achievements.

For more details on the presentations, you can review and download the materials:

1. — here from Yulia;
2. — here from Aleksey.