LOGO DESIGN & BRANDING PHASE
OBJECTIVE & GOALS
Agile Austin's goal is to connect people and foster professional growth. They do this by hosting collaborative events, educating and enriching their community, and uncovering better ways to deliver and provide value.
They want to build a healthy, vital, and growing community is a top priority for Agile Austin. We seek to support the growth of Agile practices in our community and beyond by supporting community building at the local level.
Austin and Central Texas Professionals who want to learn, collaborate, network, and share with others who embody servant-leadership. They are engaged, principled, sharp and intelligent individuals who are empowered contributors in their communities.
Initial Project Sketches
PRIMARY & SECONDARY LOGOS
Agile Austin needs a brand identity that clearly reflects what they have to offer members or potential members, establishing them as a go-to resource for learning how to create and respond to change, as well as a vibrant organization for professional Austinites and Austin as a city.
The primary logo is a mix of a couple of typefaces that put a new and modern spin on classic and vintage fonts that reflect the modern direction Austin has been heading, while maintaining its untraditional side. It's modest yet unique, similar to what Agile Austin offers its members through their roadmap of developmental needs. The logotype showcases a well-established and deeply-rooted tone, yet appears friendly and modern due to the custom letterforms in "Austin".
The secondary marks allow for diversity within the brand to be used throughout various brand components.
The typography pairs the same two fonts as the primary logo, maintaining continuity as well as a balance between both sophisticated + fun and timeless + modern.
Overall, the brand identity conveys an inviting and uplifting feel, while still maintaining the seriousness and strength
The color palette includes shades of blue, warm gold and vibrant orange – with warm gold being the primary color other than black and white. Gold (yellow) represents friendliness, excitement, and welcome, while the blue shades exude success, depth, loyalty, calmness and power. These fresh colors will create an exciting and fresh perspective in the agile industry and be a more approachable, friendly vibe for Agile Austin overall.
SYMBOLS & PATTERNS
The symbols and patterns are a graphic representation of the 12 principles of the Agile Manifesto. These symbols can be arranged into different patterns or used on their own as decoration or as a graphic representation of the subject of a course, lecture, or focus.
Photography, graphic elements and patterns are a unique opportunity to channel a brand's essence into something that will take the identity to the next level. Through this application, you can envision how the color, type, photography and logo all come together as a cohesive brand. These images are only mockups to help you imagine the brand in context.
The patterns can be used to create a cohesive look across all branded materials including the website or course-related items such as PDFs. The patterns can be used as an extra detail to make Agile Austin's members and potential members take notice, and show the Agile Austin’s intentional attention to detail.
Overall, the Agile Austin brand communicates an established yet youthful and creative tone, with a nod to the deeply-rooted knowledge and community that they are known for.