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We were asked by Director – User Experience Jen Herman at ADP in Roseland, New Jersey to take part in establishing a new brand mark that personifies our department’s User Experience team. We were asked to design a logo to support our brand messaging. As part of our first task, we supplied sketches, concepts and ideas that we all brought to the table for review.
The designer, Craig Maher, who created this logo, noted that as with any project he works on, a bit of discovery was a good idea as a beginning step. He asked Jen, the director, “First, are there any brand constraints or corporate guidelines we need to follow as far as typefaces, color or imagery are concerned? Am I free to create a logo carte blanche?” Craig’s original exploratory sketches led to a design approach that conceptually has a word mark marriage of typefaces that are “baseline balanced” and interlocking as one unit. He wanted to show a) a lowercase (extra light) font representing the human personal factor and b) the dominant uppercase classic font Gill Sans (bold) representing the high output or value UX brings to the corporate global products within the ADP ecosystem. Lastly, c) he wanted to connect the human side to the business side with a pictorial color arch that symbolizes the many processes UXers reach for within their tool belts along the design journey.
An identity that the designer and the director believe (as well as the team) stood for in their UX process that encompassed both research & design elements and infused the ethos of the “gets” team spirit. “Bridging the Gap” as it was coined, was a logo that was voted on by the entire team, and everyone involved felt connected to the people, process and products which in the end became the definer and clarifier for the tagline, which was formed collectively.