The company has a product with a naming convention built around a space theme. There are components called plasma and nebula, etc.
As we think about the brand, what we need is something that is impactful, simple and thoughtful that exhibits that we're both modern and sophisticated. That said, we also work in a multi-$B market where vendors try to sell simple brands to customers, competitive examples are here:
Pure Storage (website): https://www.purestorage.com
and the story behind their new logo: http://imjustcreative.com/portfolio/purestorage
EMC Isilon: https://www.emc.com/en-us/storage/i…/index.htm
Now, in addition to being friendly to our CEO's color blindness, the logo should also:
- be able to be displayed prominently on a website, business card, t-shirt or otherwise (seen well from afar)
- the logo should also be modular, in that a specific icon or component might be used as an app icon, or that we use some derivative of the logo to create a server cover design for data center deployments.
- the logo, in whole or in part must be used to design or complement data center equipment we sell (see the Pure example above)
Some directions/ideas (in no particular order):
- the expansive nature of our system, and the "V" in vast maybe aren't unrelated and the V can be depicted as always expanding out
- the system enables analytics of big data, which is all about connecting the dots, which is where the concept of a constellation comes in when you think of connecting the stars
- the CEO is favorable to some other space-ish logos, such as Lockheed Martin's, Boeing's, Sony VAIO
- the CEO also likes geometric shapes and mathematics. The V and the A in VAST are symmetric and can be shown in abstract. We can also add other geometric components to the logo that can help modernize around just those four letters if we don't want to put the main design in the font.
Finally, since we don't have a clear idea of which way we want to go (we'd also be open to other suggestions, in fact, so long as we don't get boxed in to a design we don't love), we need to iterate a few approaches and refine down on the approach that catches our eye, so:
- consider splitting the idea generation into multiple directions where we, in the first round of review, will review a number of different and distinct ideas
- ideally you do NOT share designs across designers as to avoid creating too similar designs.
I've arranged some graphics, by category, in the attached document. Consider it only a starting point, not an ending point we aspire to.
Finally, I fully expect that one treatment of the brand will be to have it lie on top of a dark (outerspace) background (just as an FYI)