VIRLAN
An ambitious SaaS startup required more than just a logo; they needed a strategic brand mark to anchor their identity in a competitive market.
We were tasked with designing a simple, iconic, and modern logo rooted in deep brand analysis and market psychology, providing them with a powerful visual foundation for their launch and future growth.
The Challenge
In the crowded SaaS landscape, a memorable first impression is everything. The client understood that a logo couldn’t be a mere aesthetic exercise. The primary challenge was to distill their complex vision, forward-thinking technology, and core company values into a single, compelling visual element. They needed a logo that would work as hard as their product—communicating trust, innovation, and simplicity to their target audience instantly.
My Role & Responsibilities
As the lead Strategic Brand & Logo Designer, my role extended beyond visuals to encompass brand strategy. My key responsibilities included
Brand Analysis: Conducting in-depth research into the company’s mission, target audience, and competitive landscape.
Psychological Design: Applying principles of market psychology to create a design that would resonate emotionally and build trust.
Conceptual Strategy: Translating abstract ideas like “vision” and “personality” into tangible design concepts.
Iconic & Modern Design: Executing a final logo that was visually striking, scalable, and timeless, avoiding fleeting trends.
Brand Guideline Creation: Delivering a comprehensive brand kit to ensure consistent application across all platforms.
Key Deliverables
Primary Logo (in full color, black, and white)
Logo Variations (for different use-cases like social media profiles)
A defined Color Palette (Primary, Secondary, and Accent colors)
Typography Guidelines (Headlines, Body Text)
A comprehensive Brand Guidelines PDF
The Process & Solution
A strategic logo requires a strategic process. I approached this project in four distinct phases:
Discovery & Immersion: I began with a series of deep-dive workshops with the founding team. We didn’t talk about colors or shapes initially; instead, we defined their Brand DNA—pinpointing their “why,” their core values, and the unique personality they wanted to project.
Strategy & Concepting: Using the Brand DNA as my compass, I developed three distinct strategic directions. Each concept explored a different facet of their identity (e.g., one focused on “security,” another on “speed,” and a third on “connection”). I presented these as low-fidelity sketches and mood boards to align on a direction before any pixels were pushed.
Design & Refinement: With a clear direction approved, I moved into Adobe Illustrator and Figma to craft the chosen concept. This phase was an iterative loop of refinement, focusing on perfect geometry, balance, and scalability. We tested the logo’s legibility as a tiny favicon, its impact on a mobile app splash screen, and its presence on marketing materials.
Delivery & Handoff: The final deliverable wasn’t just a .PNG file. I provided the client with a complete Brand Identity Kit, empowering their team to apply the new brand with confidence and consistency from day one.
Tools Used
- Figma
- Adobe Illustrator
- Miro (for brainstorming & workshops)
