Echoloop

Echoloop is a speculative tech startup who are looking to ‘Rethink how communities connect’.

The app is a location-based social audio network that lets users create, discover and join ephemeral conversations in real world spaces such as events, exhibitions or meetups.

Challenge

To visualise a brand and create a basic identity kit to be used as a basis for presentations and pitch decks. The brand should be clear, bold and simple. Good colour contrast should be used high visual impact and high accessibility (contrast ratio over 7:1 in accordance with WCAG AAA guidelines).

Process

I started with researching audio-based social apps to see what similarities they have and how Echoloop could be set apart and stand out. Competition was relatively limited in terms of ‘pure’ audio social apps but Reddit, Facebook and X all offer audio features.

I started to think about colours and opted for a deep purple and light jade along with deep ‘almost black’ grey – just lifted enough to make it less jarring.

In order to stay within the WCAG AAA guidelines for contrast, I opted to use the deep slate shade for text on jade backgrounds and white text for use on deep slate or purple.

A clean bold font was also required. I chose the sans-serif font Geist for its clean bold look which especially looks good for uppercase titles.

For the identity kit, I laid out options for icons, colour references, in-situ examples of the logo, fonts and a patterned background – this was sufficient to be used for pitching and laid down the foundations for a more comprehensive branding guidelines and design system.

Results

Overall, I was pleased with the outcome of this project. The brand is simple, bold and easily recognisable. The contrast of purple and jade helps make the brand vibrant and exciting as well as given it a clean modern aesthetic.