We might have mentioned a few times that graphics/aesthetics in general are not a strong point among the team here at Clools. Despite the world-renowned artistic skills of our ancestors, such as Leonardo Da Vinci, Michelangelo, Raffaello, Botticelli, Donatello (this post most definitely risks turning up in Ninja Turtle searches), our own in-houses capabilities are severely lacking.
When we first approached the problem regards creating our logo, we knew two things:
- having a strong and easily recognisable logo is really important
- budget was about the same as the price of a couple espresso coffees
So we bought ourselves the espressos (obviously) and dabbled in some caffeine-fired thinking. We knew what our logo needed to communicate:
- the SaaS and cloud nature of our product
- the clean, simple and functional properties of our product
- our Italian-ness!
Our company name should bring to mind the “cloudy” nature of our virtual product, but we decided to reinforce that with a cloud within our logo. And what image what says “tools” better than a spanner (for some strange reason it’s known as an “English key” in Italian, there has to be an interesting story there!)? Plus we were clear about our colour palette too: the purple for our local football team Fiorentina and grey for the local stone found in so many Tuscan buildings, pietra serena. We are not in favour of hiding our nationality!
Our colours – Fiorentina purple and pietra serena grey
And here was our attempt.
Not perfect but the basics where all there. It was something we could live with short-term. Then fate intervened to put us into contact with Christine, one of those wonderful people who “gets” what is in your head and translates it into a better graphic than you could ever have dreamed of. Also, (and this was a super plus) her questions prompted us to better think our tag line to being more specific and less wishy-washy!
It is perfect! Hats off to professional graphic artists across the world, who in general really know their stuff. And in particular to Christine, who managed to read our culturally confused and linguistically lame brains and converted our depressingly diabolical design into a small work of art.