ROLE | Lead design and art direction
CLIENT | LGBT Community (IBM)
WORKSPACE | OgilvyOne
IBM has been well known for their equal opportunity policy through their focus on their community and employee care. This has led IBM to grow into a company that thrives on attracting the right talent in innovative technology. We were approached to provide a fresh new logo under the name ‘EAGLE UK’ for their LGBT community that needed to be timeless and stand out in the crowd, especialy on Pride days. This turned out to be a fun and challenging project.
The idea of having a number of over lapping colours to create new ones, felt like it resonated with the diversity of people in IBM. Playing around I discovered that these shapes were naturally creating a white arrowpointing up, which helped to solidify a pure positive motion. I also wanted to keep some elements of a triangle shape with the overall logo; this shape has been prevailant in LGBT symbols to date. The collection above showcase conceptual products illustrating how the logo can bring life into a corporate company identity. Below are some shots of the logo creation.
IBM were happy with the results. We worked together to get the logo just right for their team. In retrospect the client gave me the freedom to really dig deep into the idealogoy of their community brand. They also allowed creative time to fully develop the brand, relying on the knowledge and skills required to produce this logo.