Wits and Pits

I was asked to create a new logo and brand for PitchBlast, a crowdfunding startup akin to Kickstarter. The startup wanted to change names to Wits and Pits, so I began creating a logo based on that. I explored a variety of logo styles, from obvious to abstract:

After discussion with the startup, we decided to move forward with a more abstract geometric logo that incorporated the shapes of the ‘W’, ‘+’ (“and”), and ‘P’ glyphs:

We then decided on a simpler brand color palette, reflected in this updated logo:

The logo proved to be too abstract, so I revised it to be simpler (one block for ‘W’, one for ‘P’) and presented it alongside the site title to make the mapping more obvious. Although logos in left-to-right countries are typically placed to the right of the title, I aligned the logo to the right to emphasize the rhyme of the Wits and Pits name: