Pivot U Logo Design
PivotU is a professional education company dedicated to equiping employees with the skills to keep pace, drive and contribute to business success. Our scope of work was to deliver a logo "evolution" and a responsive website, including a blog and class schedule. PivotU's goal was to add more credibility to the brand, but retain the welcoming tone of a continuing education company. Designed while employed at Creative Suitcase.
I started working in black and white, to eliminate the possibility of color bias. I wanted to design a logo that could exist in the corporate business education world without feeling elementary. My secondary mission was to show motion and forward progress in a subtle way, echoing their name. The current logo was a little too over-the-top in it's visualization of pivoting, so my goal was to minimize and sophisticate that idea.
I pitched the above logo to the client in the first round. This was my favorite out of our three recommended options. The mark is chunky and round, but still buttoned up. The dot on the "i" is now shifted above the right bar on the "v," a subtle nod to the pivot. The left bar was designed lighter to look almost like the "v" is a fold or as if it were a fading trail from the dot traveling over. Because the company is pronounced Pivot-U (much like a university), I designed the "U" in the lighter shade as well to help distinguish itself as a separation and avoid mispronunciations. I also altered the tail of the "t" to hug the curve of the U.
The client wanted a more direct reference to a pivot, and specifically requested to add an arrow back into the mark. I did my best FedEx arrow sell, but the client preferred the arrow version, and we netted out with the logo below. While it wasn't my favorite of the recommendations, I am very proud of the outcome, and the way the "t" arm and tail sit with the U is still my favorite detail of the mark.