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.
Create a minimal icon ideal for the web
Since the target market was HR and marketing directors, the brand needed to feel smart and web-centric.
Design secondary assets
As a brand new platform, secondary assets would be helpful in helping to tell Acumen's story.
The @ man
The last logo I sketched in the concepting phase 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. It was a great solution to appeal to the target market.
Learning centric lock-ups
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.
Total pro, highly creative and easy to do business with. Recommend without hesitation.
Judd Lyon
All our projects ignite with the same spark.
We ask questions, get to know you, and delve into the challenges you face. Our critical thinking roars to life and we catch fire with creative ideas.
Start a ProjectMore Projects
