It doesn’t get much more fun for a designer than to get a chance to create a logo for a new company or redesign one for an existing brand like Pepsi or Sci Fi Channel.

With the recent launch of KARMA Media Labs we explored many identity concepts– ranging from speech bubbles to science-y lab iconography– for our new logo.

However, the idea for the logo came rather quickly: By focusing on the tagline What Goes Around Comes Around, layering a series of rotating transparent squares created a blooming shape, symbolizing movement and growth and gives KARMA Media Labs visibility and recognition.

For the logotype and identity system typography we chose the Gloriola font because its wide range of weights/cuts lend itself to endless creative possibilities. Additionally, Gloriola has a wonderful balance of warmth/friendliness and reserved coolness. The color green because it symbolizes success and growth.

The process for creating our KARMA Media Labs and BROADB®AND identities was very streamlined. Here are a few tips that helped make the process a smooth one:

• Start the process with a branding workshop session where you go through a series of briefing questions with the client/stakeholders to address the company’s values, attitudes, goals, audience, etc. The logo should grow organically from the answers to these questions.
• If you’re designing a new logo concept for a company like KARMA Media Labs, be prepared to BYOWB (bring your own white board). During the work session, documenting the answers together with stakeholders on the whiteboard (or any visual way) is important. It will ensure that by the end of the meeting both the designer and client leave with a clear agreement on the company’s core business and communication goals.
• Follow up with meeting notes including decisions that were made.
• Lastly, inviting the stakeholders to collaborate through the creative process worked well for us because it kept stakeholders and designers in sync, and cut down on the number of review cycles.

To see our finished logo, please visit our web site at www.karmamedialabs.com.