The Drizzle brand represented a visual and conceptual challenge. We needed a minimalist brand, yet suitable for use in small sizes. One element that represented a challenge and an opportunity, was the little association of the name with the digital product.
We choose the letter D as a starting point. We needed to create a simple but powerful D, easy to recognize in all sizes of a digital environment.
Drizzle has two meanings:
1.Principal meaning: Light rain falling in very fine drops.
2. Second use: Trickle a thin stream of (a liquid ingredient) over food.
We used the meanings to create two analogies associated with the brand.
1. As a light rain: We make reference to 3 parts of the water cycle are used.
→ Evaporation = Upload content
→ Condensation = Store content
→ Precipitation = Download content.
2. Trickle a thin stream of a liquid over food: That means "Some Drizzle (over food / For business and customers) makes everything better".
We use 2 grids to build the logo:
---> The golden ratio to build the D
---> The iOS icons grid: This was used so that the D had a size and thickness suitable for all its uses.
We use Averta Std PE Bold as the basis for the logo. However, a grid was also created to change some elements of the typography and make it more geometric in order to make it more congruent with the icon.
We designed a strong, cheerful, friendly and professional brand. Easy to see and recognize in all its common uses, which has a strong character and dynamism.