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Looka Rebrand

Kaejon Misuraca
Humber College, Canada
Print / Graphic
Category Top Talent

Looka is an AI-powered design platform that helps you design a custom and powerful brand your customers will fall in love with. This includes your logo, business cards, signage, website and everything you need to launch your business in style while being self-sufficient and executing on your own vision.


Looka

ABOUT THE CLIENT
Looka is an AI-powered graphic design platform that helps you design a custom and powerful brand your customers will fall in love with. This includes your logo, business cards, signage, website and everything you need to launch your business in style while being self-sufficient and executing on your own vision. Since launching in November 2016, Looka (formerly Logojoy) has served over 5 million people in 188 countries, generating over 10 billion custom logos and helping thousands of entrepreneurs and businesses get the branding assets they need to succeed from day one.

CHALLENGE
When Logojoy launched its product offering was only logos. Over the past two years, they have expanded their product beyond logos to other design assets such as websites, business cards, social media assets, etc. The name Logojoy was limiting. It was too literal by having the word “logo” within the company name. Keeping the same name would only hold back the company from expanding beyond logos. The company needed a new name and brand that would support them in reaching that next level of growth. A brand that was distinctive enough to identify amongst competitors in an overcrowded industry. 

SOLUTION
The process began with choosing a new name, conducting research, and crafting the brand strategy, positioning statement, and user profiles. From that, I developed a complete brand identity system that included a new logo, an energetic and approachable colour palette, bold and flexible brand font, custom and memorable graphic elements, streamlined iconography, assets for the website and social channels, brand photography, brand guidelines, and other branded assets, such as swag, business cards, and more.

OUTCOME
Looka now has a well-strategized brand that has brought real results. This rebrand led to growth in customers and sales and it has brought in a new market of customers.

SERVICES:
Rebrand (in house)
Brand Research
Brand Strategy
Brand Positioning
Brand Identity System
Brand Guidelines
Website Assets
Marketing Assets

AWARDS:


TEAM
Kaejon Misuraca (lead designer)
Jose Bento (product designer)
Michael Irvine (project manager)
Erin Letson (copywriter)


Read the Full Case Study
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The New Logo

The old logo was not unique or distinctive enough. It did not resemble a brand that you could trust to create a logo for your business. The new logo is simple, distinctive and unique which allows Looka to be memorable. It now represents a brand that you could trust to create a logo for your business.




Brand Colours

I created a new brand colour system for Looka that is bold, diverse and fun. The primary colour is Electric Blue, which also serves as the brand colour. The secondary palette allows Looka to be more flexible and dynamic, featuring functional colours for the website and app, background colours for company headshots and iconography, and accent colours to be used alongside the brand colour to boost brand awareness and not limit any creativity.



Brand Font

Looka’s new brand font is Circular. Circular is bold, modern, flexible and easy to read. The versatility of the font is uniquely suited for a wide range of visual communications. It was designed to maximize its impact across all sizes and applications while keeping it modern, timeless, and universal. Looka anchors on a single brand font used with intention, to drive consistency across all mediums.



Brand Icons

The Looka brand icons were influenced by the brand font Circular, creating a seamless system from text to icon. These custom icons are bold and simple, creating a strong and distinctive visual identity that brings personality to the brand. Since the icons are going to be used primarily on the web, I chose to design filled icons as they are more recognizable and scale better than stroke icons.



L-Frame

The L-Frame is a graphic element I created for the Looka brand that is both unique and distinctive to Looka. I used the shape of the symbol to create the L-Frame. The L-Frame helps with brand recognition and ensures consistency across all applications. The L-Frame is used in branded assets, advertisements and other marketing collateral.

I extended the identity into the Looka office, using the L-Frame on meeting room and bathroom doors. I also came up with the idea to name our meeting rooms after famous fonts, it seemed fitting since we are a design company.


Website & Social Assets

To ensure the Looka homepage would be distinctive, I created custom homepage banners that are unique and personal to Looka. I gathered data on the top industries and logos that users chose through the on boarding process and created 4 custom banners. These banners are used on the homepage carousel as well as cover/banner images for social media. I also created custom assets using motion for social media posts, stories and advertisements. I used motion to better capture the viewers attention while scrolling.

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