The Human Spark logotype
Preliminary logo design exploration. From the literal to the abstract
We designed the logotype and developed the company name and tagline
Both “Human” and “Spark” are descriptive terms so the obvious first step was to explore visual representations of those terms. However the preliminary exploratory designs based on this approach seemed too literal. We felt the designs needed to leave more room to the imagination, open them up and minimize the literal in favor of the abstract. In the final design, a graphic of the Spark emerged between a round and a square shape representing the humanistic and the scientific. The shapes comprise the letter H acting as a mnemonic device for Human which come together as a distinctive focal point for The Human Spark brand logotype. The warm colors reinforced the human character as well as Patricio’s Latin American roots.
A name to remember
We know that a great name has to be easy to pronounce, be appropriate to its audience, be memorable, be distinctive, be inspirational and be able to stand the test of time as well as be legally available. After a series of freewheeling brainstorming sessions where many concepts were produced, analyzed, researched, discarded, combined, narrowed down and tested, we came to the conclusion that the name needed to be descriptive of the company’s unique offering. The word “Human” had to be part of it. It was clear that empowerment was a key attribute, which lead us to the “Spark” term which conveys reviving and bringing to life concepts with a disruptive hint. The Human Spark was born.
The Tagline
To capture The Human Spark brand essence and personality we developed a tagline that carried the brand message with terms that clearly communicated its competitive positioning with a proactive emphasis. The winning tagline option: “Igniting Human Performance."
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