BEING
BRIEF / PROCESS
SCOPE OF WORK: Logo Design
The Being company is the brainchild of Usheen Ubanks, a videographer and content creator who wanted an outlet to express his vision of telling stories of our human experiences.
He saw the brand bearing similarities to the Vox, Nowness, and Humans of New York brands, but with a stronger catering to the Jamaican and wider Caribbean experiences.
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In his own words, "I want it to communicate depth and layers because people are multifaceted... I can appreciate abstract icons with an intricate design that reads one thing when you first look at it, but upon deep observation, it reveals something else."
Process
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Since he liked the idea of incorporating an icon or symbol with deeper meaning, I started there. He wasn't partial to any particular culture or geography, so I did some exploring across multiple cultures, and created some initial concepts.
After a round of revisions exploring a couple of the initial concepts, he did have some very specific ideas and thoughts in response. I love detailed feedback, as it's great, essential even, that the client is actively involved in thoughtfully progressing the logo idea being cooked.
In one of my concepts, I had incorporated a finger print, to represent humans as a collective, and the individual person; layered but unique in their own story. He wanted to further explore the use of the fingerprint, combined with another concept.
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After some more revisions, tweaking, and a bit of refining, we got to a place we felt was a sweet spot.
