Very exciting seeing the first round of identity ideas from Aeron and Caryn last week! The team presented several concepts that were amazingly well thought out and much farther along in terms of being realized that any of us thought we would see. Their presentation was nice in that they showed the various marks and looks and feels executed in several business formats across all of the concepts.

The boldest concept featured the F in Formo alone as very strong icon. They used the F in a very cool geometric fashion, even using it as window to create negative space with photography. The big F however quickly felt too bold and dominating for the vibe we were trying to capture. It also kind of looked like we were putting a big F as in a grade on a paper from school DOH!

Two fantastic concepts from this first round have survived so far. The first being the idea of a “brand sleeve” for the container for our business cards. This sleeve would only feature the logo and maybe the www. The card when pulled out of the sleeve would reveal a unique full bleed image, specific to each persons card. Very Cool! The second concept is the idea of a controlled scribble as an accent. More on this in round 2.

Here is the PDF of the first round.

Be Gentle!