FIDL Logo & Branding

Brand Design ∙ Graphic Design

Objective

How might we build the logo and brand identity for Filecoin Incentive Design Labs, to stand out as a unique service in the growing Filecoin storage space?

Client

Filecoin Incentive Design Labs (FIDL)

Design Team

Branding & UX Designer (Me)

Timeline

February 2024 - March 2024 (1 Month)

Tools

Figma, Adobe Illustrator

My Role

It was essential that I worked closely with the client to understand the business goals of the company, and to build a unique brand in a tight 1 month deadline for their company launch. Responsibilities included:

Research industry & trends
Competitive research & audit
Graphic design
Feedback & multiple, regular iterations
Delivering all appropriate design variations & off boarding

Challenge

Initial designs resembled the Filecoin logo too closely. FIDL were adding a new dimension to the Filecoin space, and needed a more unique logo to reflect that.

🤔

Solutions

Multiple revisions were communicated with the client, and unique themes such as the fiddle silhouette were prioritised.
Competitive audits were revised mid-way through to further understand the affiliated and competing companies within the space.

🤩

The Process

Affiliated Brand Analysis

Research

Competitive Research

Filecoin Incentive Design Labs is specifically focused on the Filecoin Plus program, building tools and dashboards to improve the incentive distribution and management in the ecosystem. In order to create desgins and a brand which stood out in the industry, affiliated and competing companies in the Filecoin space were analysed in their overall brand as well as specific features in their logos.

Key Findings

Logos are flat, simple and iconographic - Most companies in the Filecoin space use full text logos
Don't necessarily include the Filecoin logo
Almost all companies include their own blue colour palette
Minimal, sans-serif fonts popular across logos and branding, nothing super contemporary
Smooth gradients

🔎

Next Steps

Sans-serif fonts throughout title and logo
Unique section of analogous blues in palette
Smooth gradient textures in logo, backgrounds, or in other accents - interactive elements in website in future
Branding which is modern and unique but not too contemporary / trendy
Client-requested features such as fiddle imagery and a loose resemblance to Filecoin.

💭

Ideation

Sketches

Upon gathering features to include from conversations with the client and competitive research of the industry, sketches were made to explore unique shapes and designs for the main icon logo. At this stage there was an emphasis on combining a resemblance of the Filecoin symbol (or at least the integral symbol) with a fiddle, reflecting the company's acronym. Similarly, the client provided a couple suggestions including the influence of fidget toys, which evolved later iterations towards the flat cube or hexagon.

Design Evolution

After leaning towards a more geometric feel, the fiddle-integral shape was combined with a hexagon to find the final design.

Final Designs

Outcome

Logo Variations and Branding Guidelines

Once the final design was sketched and confirmed with the client on Figma, this was iterated into a final design on Adobe Illustrator to export as SVGs for long term use and future editing. Branding guidance was created in a short document which was also off-boarded to the client, including full colour palette, gradient specifics, logo variations and use for social media and profiles.