Accelo Logo
Client: Accelo
Year: 2024
Location: Wollongong, AU & Denver, US
Skills: Motion Design, Logo Design, Branding
Software: Adobe Illustrator, Adobe After Effects
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Client: Accelo
Year: 2024
Location: Wollongong, AU & Denver, US
Skills: Motion Design, Logo Design, Branding
Software: Adobe Illustrator, Adobe After Effects
After Accelo was acquired by a US investment firm, the company sought to rebrand in alignment with its goal of appealing to a more upmarket audience. I was entrusted with leading this rebranding effort, with a primary focus on developing a new logo that reflected Accelo's evolution while maintaining its core identity. The directive from the firm was clear: create a fresh, cohesive look that communicates speed, connection, and sophistication, all under tight deadlines. Without the luxury of conducting extensive persona and archetype research, the challenge was to rely on existing product insights and past design work to inform the redesign.
To kick off the rebrand, we began by crafting a reverse brief that encapsulated our vision. Key themes of speed, acceleration, connection, and flow were identified as central to the brand's identity and future direction. With this clear focus, we conducted research into recent logo evolutions in the industry, drawing inspiration from logos that conveyed momentum and dynamism.
Our process involved sketching initial logo concepts, followed by brainstorming sessions with the team to refine our ideas. We explored multiple directions, incorporating elements of motion and connectivity to reflect Accelo’s positioning as a seamless, fast-moving business solution. Through an iterative design process, we developed a series of concepts, ultimately narrowing it down to a few key contenders.
After reviewing the concepts internally, Concept 3 was unanimously selected by stakeholders as the preferred direction. This design subtly incorporated themes of movement and flow, resonating with the company's future-facing goals. Further exploration of colour schemes was requested, with a decision to remove the original rainbow colour palette in favour of a more streamlined, professional look.
The final Accelo logo incorporated clean, modern typography with subtle adjustments made to enhance its visual balance. We refined the kerning, rounded the capital "A," and ensured the overall design communicated a sense of fluidity and acceleration. The rebranding was met with positive feedback from stakeholders, achieving the goal of creating a sleek, professional look that appealed to a more upmarket audience, while retaining Accelo’s core values of connection and speed.
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