My role in the project was to design the logo, which is an essential element of the brand’s visual identity. This process involved multiple creative phases, each of which was necessary for the final design to be unified and effective.
First, I researched and analyzed the brand’s context. This meant understand the project of the company and its product: a threat assessment tool to detect the risk of violence in written publications and social media. Inspired by the concepts of Alice in Wonderland and Watchmen, my aim was to blend whimsical and strange elements with the idea of a facial mask, symbolizing vigilance and introspection.
The logo’s meaning is translated into distinctive icon: stains reminiscent of the Watchmen mask, but with a creative twist. These stains can be interpreted as two rabbits holding a teacup, a subtle yet powerful reference to the world of Alice, while also evoking surveillance and threat detection.
For typography, I chose Open Sans for its legibility and modernity. To highlight the company name, «LOOKING» is presented in an extra-bold version to convey strength and presence, while «GLASS» is in a light version to balance the composition.
The chosen colors is simple yet impactful: black and white. Black symbolizes authority, security, and seriousness, while white represents transparency, clarity, and neutrality. This color combination reinforces the idea of a reliable and objective threat assessment tool.
The logo design for LOOKING GLASS was the result of a creative process that combined research, conceptual inspiration, and technical execution. The final result is a distinctive logo that encapsulates the essence and values of the brand, effectively conveying its message in a memorable way.
