As 2019 marked 10 years at Abuv, it was a time for celebration, but also a time for reflection. We had been using the same logo since conception, and it started to feel like it wasn’t representative of what the brand has grown up to be. I knew the direction I wanted to go, so I started sketching up a solution. After choosing the final sketch, I brought it into Illustrator and further improved on it, making the letters fit more within their own family.

At Abuv, we’ve always used the “a” icon to represent the brand throughout social media, email signatures, apparel, etc. I wanted to keep this moving forward, so the “a” icon had to evolve as well. The upper serif was given a flat top to run parallel with the box. The new icon allows for us to use it as a window to showcase work, as an expandable border for photos, and more.

Colors were experimented with, eventually landing on Navy, Yellow, Light Grey, and Dark Grey (or in some cases, Black). Navy and Yellow were the main colors, because of how they contrast (and compliment) each other. Yellow is a great way to highlight important details, or catch the viewer’s eye. Navy can be very calming and when it fills a large space, isn’t too overpowering.

Lastly, I wanted icons for each one of our services, so they can be easily identified on our website and social media. I discussed the style with our illustrator and what each icon needed to be. The designs had to be simple enough to scale nicely, while still being recognizable. I also illustrated little doodles to be used to fill up space, as a fun thing to look at, and convince the viewer to spend more time viewing each piece.