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.
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