JIWON SEO
Umbrella
Branding
The start-up I was given is a free online dating app for open relationships. Regardless of their particular version of living, this start-up celebrates those who seek all forms of relationships and welcomes them to explore and find out others who can relate and share the same curiosity.
The corporate Umbrella aims to create a platform that is inclusive and appreciates any type of relationship.
The name of the corporate Umbrella is created by thinking of the feeling that an umbrella gives to us in everyday life. It protects people from rain, which is similar to the corporate desire to make people feel safe with any possible judgement. I wanted to create a platform which provides freedom of choice to the user according to their preferable types of relationship, and allow them to build connections with likeminded people of all genders and sexual orientation.
The intended tone that I wanted to bring from the logo was trustworthy and fun. I thus chose a font that had round ends, but kept them in capital form to give a sense of trust of the app. Furthermore, I focused on creating a logo that resonated with the idea of ‘protection’. The left arm of the alphabet “U” was thus extended to create a “umbrella-like-shape” shelter for the rest of the words, “MBRELLA”. By doing so, all the words are covered and none of them are left out.