In creating the Enlightsearch brand image, the focus in on addressing a customer need, which is connecting them to hire opportunities. All the brand components relay the message that this company is the solution to that need.
Oxford defines the word search as, “to try to find something by looking or otherwise seeking carefully and thoroughly”, and the word enlighten as, “to give (someone) greater knowledge and understanding about a subject or situation” (Oxford, n.d.)..
The brand name, Enlightsearch, speaks to offer the service of careful and thorough search, using and providing greater knowledge and understanding of the need and situation. The brand name perfectly states the entire concept of the offer, which extends far beyond finding and matching job seekers with job providers.
Elements of the logo design:
- Blue and gold are the official colors of the State of California, birthplace of Enlightsearch. The letter C is given the gold color in salute to the State.
- The soft gradient mask represents a ray of light gleaming over a horizon to denote searching with enlightenment.
- Century Gothic is the font of choice because of its geometric elegance and clean, professional look. It is unlikely to clash with other typefaces, i.e., when the logo is placed in correspondence and marketing materials. Symbolically, the lightness and simplicity of Century Gothic suggests aversion towards anything that may be heavy (unnecessary, burdensome, irrelevant, meaningless).
- Colonna, the special font used for the letter C, chosen for its suggestion of echoing or rippling. This character is symbolic of resounding, growing, improving and sharing, as if to say, “From California to the rest of the nation…and the rest of the world.”
- The character style is uniformly lowercase all throughout, even or the letter C, to signify humility, equality and consistency.
- Backdrop: none/transparent. The logo will look clean against any background although it is best placed against white.
- Created in Adobe Illustrator with pure type, 100% editable.
This logo was created early this year to officially mark the beginning of branding efforts for Enlightsearch. The logo design captures, embodies and conveys the Enlightsearch brand story, mission and culture.
Oxford Dictionaries. “Enlighten”, definition. © 2015 Oxford University Press. Retrieved May 5, 2015 from http://www.oxforddictionaries.com/us/definition/american_english/enlighten
Oxford Dictionaries. “Search”, definition. © 2015 Oxford University Press. Retrieved May 5, 2015 from http://www.oxforddictionaries.com/us/definition/american_english/search