Space branding on Earth
This space technology inspired start-up needed a branding launchpad as it was getting ready to take on new frontiers in the booming hi-tech technology-enthusiast sector.
The rules don’t apply here
When designing a logo, it’s often advised not focus to heavily on a current product’s design and look, as this is something that can and will most likely change over time. However, innovative projects often need to break boundaries right from the start to even communicate and fulfil the needs of customers. When you innovate, you often break the established rules so we took it upon ourselves to do the same when creating the logo design for Turtle.
Since Turtle is an ultra-compact exploration rover that helps its owners discover and document humanely-inaccessible terrain, we knew we had something worthy of inspiration. It owes its smooth performance to a fully independent suspension that enables each wheel to move independently. This very form of a vehicle suspension become our vision for the logotype. As a result, we created the turtle-shell–inspired logo based on six independent circles.
As far as colors go, we wanted to be as pioneering as the product itself. Intense shades of green aren’t widely used among high-tech brands, but we decided that it could actually work to Turtle’s advantage. An intense green is meant to convey the feeling of freshness and innovation, all while becoming the integral part of the eye-catching background for Turtle’s minimalistic branding.
Keeping things moving – app design
To further strengthen Turtle’s visual brand, we designed the user interface for their rover controller app based on the blueprints of the rover itself that the team provided. The task posed a challenge as the design needed to meet engineers’ strict requirements, expectations, and guidelines while still being visually coherent with the direction selected for brand identity.
Eventually, we’ve managed to create the UI that is functional, intuitive, and visually impressive that met and exceeded everyone’s expectations.