Teleo brand

17 Jan 2018 · by David DeSandro

Teleo brand

I designed a brand new brand for Teleo, a new team collaboration app with all the tools you need in one place.

The main logo is comprised of a telescope sighting beyond a starry, domed sky. The telescope signals Teleo's value as a tool for communication over distances, and nicely associates with the name (Say it with me: Teleo, telescope). The brand includes alternate logos with telescope head, lens face, and initial T.

Initial concepts played with the classical philosophical term teleology. From Wikipedia:

Teleology is a reason or explanation for something in function of its end, purpose or goal. ... For instance, Aristotle claimed that an acorn's intrinsic telos is to become a fully grown oak tree.

Hence, the acorn/oak and chicken/egg concepts. Also, antelopes.

Teleo logo process 1

Teleo logo process 2

The telescope concept was promising, but missing the oomf. I added shading with gradients to give the scene depth with a sense of lighting. The telescope lens could better reflect the sky. The telescope legs got beefed up to make it feel more stable.

Teleo logo process 3

The shaded imagery was looking hot. But it wouldn't hold up in every application. So I designed flat-color and one-color variations of all the designs.

Teleo brand assets

That rainbow will shine on forever.

Interested in a logo for your work? Get in touch! Email to get started.

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