Designing a charming brand for smarty pants startup.
skills: LOGO + branding, illustration
Pilosa is the brain grandchild of a rather brilliant group a developers who want to crunch so much data they had to invent new tools fast enough to keep up with their ideas. So naturally, they wanted a sloth character for their mascot & logo.
Here are the two initial design directions I proposed:
We also decided that the sloth mascot, the heart of the brand needed to be a separate illustrated character. I started by sketching about 1000 sloths. I knew he had to have a big personality, be a little silly & a lot nerdy. I started calling him Pi — short for Pilosa & 3.14159 — and it stuck!
I played with expression, proportion & glasses style looking for the perfect Pi. At one point I even tried taking his glasses off... unfortunately he was blind as a bat without them. Finally, we settled on a saucy, rectangular Pi.
adventures in negative space
At the same time I was working on a ton of ideas for the logo — some using the illustrated Pi, most not.
The Pilosa team really loved this negative space sloth (once they saw it) and I ran with that direction.
After a lot of tweaking we ended up with these two as the final logos. Clean, minimal & slothy.
Tools for the team.
I always like to make sure teams (especially small teams) have the design resources they need to succeed on their own. For team Pilosa I created a Google Slides template & custom Photoshop actions to easily transform stock photos into on-brand images.
Of course no startup is complete with tees & stickers. I was delighted to design a Mac laptop sticker with a very hungry Pi.