Acumen is an online learning platform for marketing departments wanting to learn more about the technical side of the web. The goal was to create a minimal icon that represented Acumen’s series of classes and that would appeal to HR departments and marketing directors in particular.
I took a lot of inspiration from the definition for acumen. Acumen is almost always used in the phrase “business acumen”. It also has a bit of a predatory nature. The same goes for synonyms like crafty or cunning. That train of thought led me to foxes and spiders.
I also wanted to experiment with combining the letters “ACMN” in an interesting way, since that’s what the URL for the website was going to be.
The last logo I sketched was of an @ symbol re-drawn to look more like a person. As soon as I saw it in paper, I knew it would be a strong concept. The symbol clearly references the web and the “a” within the person was a metaphor for gained knowledge of the web.
I wanted to provide Acumen with some secondary assets that could be used in promoting the classes. I had the idea of using dotted lines to connect the icon with slogans - almost as if they were the icon’s thoughts.