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‘Always bold . simply… ‘ about the logo

November 30th, 2007 · 1 Comment

Logo, symbol, mathematic notation. You decide. But the design is a bit of them all. Here’s a quick look at the ideas and symbolism behind the design of our marks.

noo logo The design was clear before we were even a company. It didn’t take many iterations to get this one down.

Colors: Black and white. To reflect tough or bold ‘yes’ and ‘no’ decisions that need to be made for a business to grow. Lingering in grey ‘maybe’ gets us nowhere.

Style: Clean. Smooth. Simple.

It was the combination of these two elements that created ‘always bold . simply…’ which captures the brand identity design and bit of our spirit. The exact date this was conjured up was back at the old blog.

Font: The design is not a particular font. At least we never used a font to create it. Though Chalet did have its role. But the “n” of any of the Chalet styles just didn’t cut it. It needed to be more balanced.

Mathematics: If you remember your grade 5 math and those diagrams you can see the ‘n’ as an intersection sign and the “o”s as two data sets. What the data sets contain and what happens at the intersection is up to the imagination.

original noo guy

Mahdad: “Pete we’re going under construction and I want to build our logo with little stick men!!”

Pete: “Oh dear lord he’s gone nuts. But ok. How about this fat orange faceless guy with no limbs.”

Mahdad: “Hey. Not what I was thinking, but I like it!”

And with that, in March 2005 the first noo Beginning went under construction.

Colors: Orange. Why? Because Pete liked orange.

Name: We couldn’t think of one. He’s just the noo guy.

Tags: Design

1 response so far ↓

  • 1 Mrs. Mecomber // Dec 18, 2007 at 2:22 am

    Love the “noo” guy. And orange makes him look just right. :)

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