Prior to cementing the Taboo logo and brand identity, extensive research was done into existing mental health brands and colour theory. I then used this to come up with initial ideas that were then digitally recreated and developed until I landed on the final.
Existing Logos
Initial Ideas
Using the existing app and mental health logos, I drafted some initial ideas for the Taboo logo. I wanted to steer away from using a brain or mind icon and instead explored different ways of presenting the letter T for Taboo. These were then digitally recreated on Illustrator.
I explored lots of connections to mental health, the medical connection and symbols associated to that such as the plus sign. I looked at the idea of using circles to represent a head / the mind and how that could be worked into a T or + shape. There were ideas that were more fluid in their look using a single line to form the letter T. I then decided I really wanted the chat feature to be included as it is the main feature and USP of the app. It also fully gets behind the meaning of taboo and getting people talking. I looked at different ways of showing a chat bubble and working that into a T shape.
Idea Development
I took 11 of these ideas and developed each of them further. I knew I wanted the Taboo logo to be welcoming, approachable, friendly and soft to help create the safe space idea and so the chosen 11 were given rounded edges.
I really liked several of the developments but loved the way the chat bubble worked as the top bar of the T. I then used this idea to come up with even more developments, trialling what it looked like with the bubble on the left, the right, using both options, having a square bubble, a round one, one with softer rounded edges, moving the point of the bubble to a more central position, having the point in line with either end of the bubble, using an outline gap or using a fill. This left me with 3 preferred concepts.
Concepts
Fonts
I knew that the font had mirror the themes used in the icon mark concepts. The overall branding is modern, sleek, clean and simiplistic. To achieve this safe effect the font needed to be sans serif with the kerning set to make the letters slightly spaced out rather than compacted. I wanted to use a font with a thinner weight in order to compliment and not distract from the bold icon mark. I looked at several font families and weights and trialled them in all capitals and in standard sentence casing. I also looked at using a font with rounded end points however I felt that this made it too childish and unprofessional.
Colour Theory
With the 3 logo mark concepts and fonts set out, I looked into colour theory and started to build the colour palettes for Taboo.
Colour Logo
Using the colour palette built these were then trialled with the 3 concepts and fonts. I trialled each of the 3 concepts with the gradient and each of the solid colours as well as looking at different colour chat bubbles.
Final Logo & Branding Suite
In the end, I decided that the squared chat bubble with the rounded corners was the preferred option as it still comes across as welcoming and friendly but remains professional too. The main logo is bold and instantly recognisable, the way that the chat bubble works to complete the top bar of the T is seamless, simple and yet effective. It helps to explain the brand and the app well. The font perfectly compliements the mark with the chat bubble able to be used for other elements such as buttons on the app interface.
The colours selected were done to not only stand out amongst competitors who mostly opt for a blue or green colouring but to help cement the calming, serene, compassionate, soothing and inspirational environment. The orange will be used on the app to highlight certain pointsand adds an optimistic warmth to the brand.
