~ DBA - Concept & logo ~

The initial most important thing we needed to decide on and produce as a group was the name of the brand and logo - to establish the rest of the brand identity surrounding this. 

We threw around some initial name ideas -

Flash
Concentration
Direct
Personality

Then came up with the idea of using the latin word for Personality - this was informed by the idea that this drug was essentially claiming to be quite transformative to your personality and the entire concept was surrounding different personality types specifically. And most drug companies often use words that are difficult to pronounce and latin words. 

So we finally came up with this latin name - Personalis as the final brand name for the drugs.

On to the logo.....

This was an initial logo experiment - trying to visually show the experiance of being able to focus and concentrate on something. 

This idea was just a really simple icon of a head - really basically linking to the concept of the different personalities.

I experimented further with the idea of using a head by creating a full face - tried using that as part of the letter P.

I also experimented with the idea of then taking this head symbol and adapting it slightly to fit in with each personality type. But it felt too childish and only aiming at a very direct audience - and the whole point of our concept is that the target audience is everyone - literally by aiming specifically at people according to personality. 

Some more target/focus symbol logos - I felt they were too hypnotic and had negative connotations of hallucinogenics that we didn't want attached to the drug/brand. 

Some more target ideas - looked too alike a gun target which also has negative connotations.

We had already established the idea that to stand out among other competitors and to avoid seeming to clinical and being 'another pill' to take in the morning that our study drug would come in liquid form. 

So I came up with this logo design. Combining both the drop-cap 'P' for Personalis and the idea that it is liquid; which for the brand would be a stand out selling point that makes it different on the market. 

I pitched this to the group, due to the colour they felt it needed a little bit of editing to avoid it looking too much like the Walkman logo.

As a group we decided this was a good logo concept to choose and developed it into something we could work with. The gradient combines our colour scheme well and it is overall iconic of fluidity and liquid - and in an abstract way it is a successful 'P' dropcap.