Thoughts and Adventures

Creating a Brand Identity

One of our most important pieces of moving ahead with a global image for investours is defining our brand image. Ashwin and I have been working closely with our designer, Erik Jonsson. He does some really incredible work.

It took a while for us to finalize our agreement and for him to begin work, but everything has been moving along fairly smoothly since then. Once he began work we gave him an overview of our thoughts and more details about what Investours is like. He also gave us a Brand Design Questionaire to help guide his design decisions.

His first deliverable was two brand identity designs that we used as a starting point for the rest of the designs:


First Brand Identity Design 


Second Brand Identity Design 


After reviewing the first two designs, speaking with everyone at Investours and providing feedback to Erik, he came back with two more designs to bring us closer to our final brand identity. The first design was meant to incorporate a sense of travel and the second design was to give an idea of incorporating a more rugged feel.

Third Brand Identity Design 

Fourth Brand Identity Design 


Feel free to reach out to me directly if you are interested in my thoughts on these designs, but I intentionally withheld my comments because I wanted to give you the opportunity to provide your own thoughts and let me know what you think. Please post below with your thoughts on the current designs and ideas for improvement. I am going to be speaking with Erik tonight at 9:30 EST to determine a final direction, so any feedback before then would be appreciated.

I will update this post later with the final design. Then, we are going to be diving into developing our marketing material to incorporate the new design and move forward with a unique and powerful global image. Please let me know if you have some strong graphic design skills and might be interested in helping out.

Thank you in advance for your feedback!

Please excuse the quality of the first two design image slideshows, you can view higher quality images on my picasaweb album: First Brand Identity Design and Second Brand Identity Design.

**After reading responses, I wanted to add another request to the article. I am trying to think of a way to include symbolizing the merging of two communities as well, without it becoming too cluttered. Please let me know if you have any ideas. **

11 Responses to “Creating a Brand Identity”

  1. Ryan Morton says:

    I’m a fan of Brand Identity 3. The arrow on the first identity is way too heavy, and I like the whimsey of the earth and the little sprout coming out of it along with the paper airplane the speaks to the travel nature of the business.

    • kurt says:

      Thanks for your comment, Ryan. I appreciate the input. I agree with you. I am trying to think of a way to include symbolizing the merging of two communities as well, without it becoming too cluttered.

  2. Brian C says:

    I definitely like the third design the best especially for the investors title and hownit differentiates between invest and tours. I like the paper plane around the globe as it definitely emphasizes the travel aspect your looking for. Good work guys hope that helps!

  3. Chris Betti says:

    I prefer the third design. The color scheme is quite nice, and the airplane is great. Furthermore, the smaller images on the bottom left & right are clearly the same design; not so much for the fourth design (which needs some polish).

  4. Alex says:

    Torn between second and third. I like the idea of the paper airplane, but didn’t realize it was actually a paper airplane until I read the comments and looked back at it. At first I thought it was some kind of arrow , as in the first, perhaps indicating that the world was spinning. Could be poor image quality on my computer. I like the simplicity of the second and love the seed metaphor.

  5. Cyril says:

    Pardon me for my naivete’. I did not realize it was a plane, until I read a blog. I thought it was another image to suggest global. Perhaps it should look a bit more like a plane. Also, I feel the seed idea is superb; however, maybe three sprouts scattered, rather than one on a particular continent.

  6. Mom says:

    I love the third design. I think the simplicity of a paper airplane and the single simplistic sprout makes it perfect. If you get too fancy or literal, it will take away from the feeling of helping the simple people. “Investours” is a bare basics company trying to help others help themselves.
    This design also feels like global hope. We can “grow” the world.
    We can invest in a budding, growing, sprouting world.
    I also think the empty globe belongs on the left and the colored globe belongs on the right. We tourists can fill an “empty globe” to create a bright growing world.

  7. Sasha says:

    I like three as well or possibly four. The little sprout and paper plane are cute and simple, which I really like.

  8. lori says:

    Hi Kurt,
    My favorite is the third one. I think it captures Investours message: “Easy,Simple,Powerful.”

  9. Bridget says:

    Hi Kurt – I like number three – seems to be the favorite among most. I could immediately tell it was a paper airplane. someone mentioned more than one sprout – for the combining Communities thing maybe three sprouts could “grow” into a braid???

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