SoMetaTec + Software Branding
SoMetaTec + Software Branding
Final StreamLine Logo
Client
SoMetaTec
Software
Roles
Graphic Design
Graphic Design
UI/UX
Brief
SoMetaTec, an SAS company behind a proprietary app called StreamLine, wanted a logo for the business, a logo for their software, and a researcher/designer for the re-designed version of their software.
SoMetaTec, an SAS company behind a proprietary app called StreamLine, wanted a logo for the business, a logo for their software, and a researcher/designer for the re-designed version of their software.
Process
The first time I created a logo, the original application was called “Raceway” and should have a sense of being “fast”. I explored a lot of speed and racing themed logos, while still maintaining a sense of what the app did - servicing contractors. After finalizing the logo, it was determined that the name was being changed to StreamLine, with the same parameters as before - delivering a sense of speed and “sharpness”. For this new logo I designed it with a friendlier pallet (blue instead of red) to offer room for a more calming UI, added gradient to support this, and dropped the abstraction in favor of distinctive “SL” initials. The geometry signifies the digitization of contractor’s paperwork, which is the main purpose of the application. The SoMetaTec logo was created to emphasize a forward direction, so a motif of a path was chosen. This contrasts well with the distinctive line going from the bottom to the top to create a feeling of the deliberate opportunity to make your own straight path.
The first time I created a logo, the original application was called “Raceway” and should have a sense of being “fast”. I explored a lot of speed and racing themed logos, while still maintaining a sense of what the app did - servicing contractors. After finalizing the logo, it was determined that the name was being changed to StreamLine, with the same parameters as before - delivering a sense of speed and “sharpness”. For this new logo I designed it with a friendlier pallet (blue instead of red) to offer room for a more calming UI, added gradient to support this, and dropped the abstraction in favor of distinctive “SL” initials. The geometry signifies the digitization of contractor’s paperwork, which is the main purpose of the application. The SoMetaTec logo was created to emphasize a forward direction, so a motif of a path was chosen. This contrasts well with the distinctive line going from the bottom to the top to create a feeling of the deliberate opportunity to make your own straight path.
Challenges
The unused Raceway logo was one of the most challenging logos to produce. I created various amount of literal options, full-letter logos, completely abstract logos, and a lot of sketches that never amounted to the finished product. I also had to create a logo that would be easy to animate for promotional content and tutorials.
The unused Raceway logo was one of the most challenging logos to produce. I created various amount of literal options, full-letter logos, completely abstract logos, and a lot of sketches that never amounted to the finished product. I also had to create a logo that would be easy to animate for promotional content and tutorials.
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