The making of the Prognoz corporate identity

The old logo brought to us by the customer:

Part one, pictorial

Creating a symbol for calculations and data analysis.

This pair is worth further thinking and demonstration to the customer:

Further thinking.

Hosting the first presentation.

Planning to work on this concept:

Having to admit it’s a dead end. Need to find other solutions.

This looks promising:

Figuring how the logo would cooperate with business stationery. Showing it to the customer.

The customer takes the modifications as too critical. But the stripes do look good, so we’ll keep them. More trials.

Selecting two possibilities.

To your left the logo plays up a visual illusion (your mind is tricked into shifting the plains, causing the logo to appear coming or going). An elegant story of possibilities unfolds to your right, describing a particle’s potential location, providing it moves along certain trajectories.

Part two, textual

All this while the text portion of the logo was brewing.

Stepping away from Cyrillics. Modifying the R’s personality and softening O, G, N, and Z.

Studying different variations of G and Z.

Looking for simple, soft lines.

Part three, final

Presenting the customer with final results together with mid-process ones for comparison.

The customer just fell in love with the text portion and the palette, so you see them in the finished product.