ABLEx Customer Experience Consultants

The owner of ABLEx Customer Experience Consultants, Ashley, asked me to redesign her logo. The original logo was designed by an online design service but, after having it revised three times, Ashley still wasn't happy with the outcome. While it contained all of the components she requested: the company name, her signature purple, and a sparrow, they were just thrown together without much thought to the mission, vision, or personality of ABLEx. 

 
The original ABLEx logo

The original ABLEx logo

The first step in process was to sit down with Ashley and discover her company's "why." What made ABLEx unique and what value did it bring to its clients? She explained that her mission was to help her clients delight their customers by providing excellent experiences. The name ABLEx is a combination of "able" and "experience," words that symbolize what Ashley does for her clients. The sparrow represents the spirit of the company and the delight her clients provide their customers.

The next step involved a quick market survey of other customer experience consultants and their branding. We discovered the purple color space was sparsely populated, which would help Ashley's brand stand out from a crowded field of blue and green logos.

 
Pencil sketches and some early concepts of the logo. Sketching by hand is the best way to generate a lot of ideas quickly and eliminate unsuccessful ideas just as quickly.

Pencil sketches and some early concepts of the logo. Sketching by hand is the best way to generate a lot of ideas quickly and eliminate unsuccessful ideas just as quickly.

 

Once I understood Ashley's goals for ABLEx, I began sketching ideas. The challenge was harmonizing the X and sparrow elements in the logo. Most successful logos have a single “visual hook” but ABLEx had two.

I eventually went from paper to digital sketching to further develop the logo, experimenting with different type treatments. I soon realized the bird needed some sort of action. Since the sparrow has such a tiny beak, opening it up to mimic singing didn't look all that different from a closed one so I decided the bird should be in flight. Instead of a literal sparrow I designed an abstract representation that allows the viewer to see it more as an outcome or an action.

The final logo is more dynamic than the original; a bird in flight carefully balanced over a much stronger X element. I also created iterations of the logo for multiple sizes and applications, giving Ashley a flexible and scalable identity system rather than simply a logo "stamp."

 
ablex_logos_before_after.jpg
 
Click image for enlarged view

Click image for enlarged view