The Challenge
As Graphic Designer and Marketer at Tobuso, I spearheaded the reconstruction of their brand system to better reflect their vision, mission, and values.
By developing and facilitating workshop meetings and interactive design sprints, I have allowed the team at Tobuso to identify key visuals, messages, and service offerings.
The Process
Many logo iterations were created and critiqued in order to finalize a logo that truly represented the main message that Tobuso conveys.
The proposed logomark for Tobuso begins with a timeless and modern visual representation of its core functions. On the base level, the logo shapes the letter T, for Tobuso. However, the logo also takes on the abstract shape of both a pin and a conversation bubble. This visually depicts the brand’s mission to assist clients—anytime, anywhere, using a cloud-based service.
The second component of the Tobuso icon pays homage to the original brand, while both enriching and modernizing it. The bird is meant to represent Tobuso’s client base, and the combination of both parts of the icon indicate how the company (Tobuso) can help its clients “spread their wings” and free them by helping clean up their corporate records.
Tobuso’s brand makes use of a monochromatic colour scheme—a slate blue colour, with additional tints, shades, and tones. This soft and subtle scheme is paired with its complementary colour. In Tobuso’s guidelines, orange tones are used in small amounts for the content they want to get noticed.
The psychology of colour was also examined in order to choose a scheme that represents the key values of the corporation.
Blue
Trustworthy
Dependable
Reliable
Responsible
Soothing
Calm
Logical
Orange
Powerful
Energetic
Motivational
Positive
Comforting
Fun
Free
Solution
The final logo encompasses both the company and its users—Tobuso offers corporate support, so business owners and community leaders can focus on their big opportunities.
Project Information
Project Type
Client Project
Client
Tobuso
Date
October 2021
My Role
Design sprint facilitator
Logo iterations
Brand development and guidelines
Design Tools
Illustrator