Back in the winter I worked with Vancouver Drupal developer Affinity Bridge Consulting Ltd. to redesign their identity and home page.
Affinity Bridge’s original logo employed the symbol of a bridge and while the company’s philosophy is very much in keeping with the idea of bridges and bridging, they weren’t sure if they felt tied to the literal iconography and were interested in explorations of more abstract iconography for their new logo mark. For the first couple of rounds I focused on aspects of the company’s personality: environmentally and social conscious and playful, with a friendly and social company culture. I worked with ideas of connection and affinity and steered away from the original blue/green colour palette into more juicy and less typical “green” colour options. For the first rounds of design, bridging and connection was implied without the use of an actual bridge icon.