DAVISWARE | ILLINOIS, USA

While working as Senior Designer at Thiel Brand Design, I developed the logo and identity design for a software, Davisware. Their focus was on creating management solutions for the trades industry and a partnership in software solutions for managers and business owners.

I was tasked with developing an initial set of logo concepts which explored evolutionary, as well as, revolutionary concepts that better represented the brand and was more timeless for the evolving company.

Concepts 1+2 leverage the brands existing logotype with some slight adjustments to make it more legible and balanced. Beyond those, I tried to explore ownable concepts that referenced data, tech, and energetic customer service and partnership.

Concept 9 + 10’s stylized “D” motif made up of lined shapes on different planes of perspective was the favorite symbol but the client was drawn to the options that reused their existing logo.

The decision was made to merge the concepts and refine further. Below you can see the iterations of the “window” shape evolving and exploring as well as further refinement of the combination of the existing logotype from the original logo and the new symbol.

Concept 4 became the final logo and was the standout favorite. Below is my expanded rationale and design notes for the concept and its development.

A color system and logo variations were created from there. The client wished to stay in the blue space so it was slightly challenging to standout from competitors, but I believe the way we harnessed the equity of the old logo while making it more appropriate for today’s market was very successful.