Overview

Desirable Futures is a cutting-edge consulting firm based in Australia, founded by three seasoned agile consultants with extensive experience in organizational development. Their vision revolves around Human-Centric Open Organizations, leveraging breakthrough innovative strategies and adaptive organizational designs to support C-level leaders in designing future-ready enterprises.

The Requirements

The primary requirements were to create the core digital branding assets, including the company logo and website. These assets aimed to kickstart and accelerate their pre-sales and delivery activities, enabling seamless interaction with leads and clients.

In this article, I'll showcase the development of the company logo for Desirable Futures, the first part of the brand identity development.

The Mission

Deliver a best-in-class brand identity for Desirable Futures through our three-phase approach: Understand, Design, and Build.

Project Management — Managed the entire process with detailed planning and timeline oversight to ensure on-time delivery of the branding project.

Alignment — Held regular progress meetings to gather feedback and ensure all deliverables matched Desirable Futures' vision and business objectives.

Design and Build — Finalised and locked in the logo design, then expanded it into a comprehensive brand identity system.

Phase 1 - Understand

One of the most significant challenges was to comprehend and consolidate Desirable Futures' vision, mission, values, and business model into a visually compelling logo design.

With the company name already established, I embarked on a mind-mapping exercise to understand the deeper meaning behind the name and its associated keywords.

Phase 2 - Ideate/Design

Building upon the insights gained from the previous phase, I embarked on an extensive sketching process, experimenting with various shapes, company name initials, and symbolic representations.

To ensure a collaborative and inclusive decision-making process, I facilitated a voting session among the Desirable Futures team members. The key elements that emerged as essential were positivity, a rising sun motif, human-centricity, and a representation of collaboration.

Phase 3 - Design/Finalise

Building upon the selected concepts, I focused on finalizing the graphics for the logo design — identifying the underlying logic and rationale behind the chosen visuals and removing any extraneous elements.

A unique challenge arose regarding logo placement. The client expressed a preference for positioning the logo graphics on the right-hand side of the company name typeface — unconventional, as logos are typically placed on the left.

Takeaways

Working on the logo development for Desirable Futures was a great experience that distilled the company's business model, mission, vision, and core values into a simple graphic form. Through a collaborative process, we successfully created a visually compelling representation that encapsulates the essence of their brand.