During my latest internship, at The Artificial, in Amsterdam, I created my own company logo. This is something everyone does when they join The Artificial.
The logo is a visual representation of who I am and what I stand for in combination with my interpretation of what The Artificials' identity.
The process started with a Pinterest board where I pinned items that I felt represented me, these were pictures or visuals with a modern or minimalistic style. After this I did research into what The Artificial stood for and what it actually meant. Nowadays 'artificial' is perceived as something fake and unnatural:
Artificial: "made or produced by human beings rather than occurring naturally, especially as a copy of something natural." (Google dictionary)
Before, however, something 'artificial' used to mean a work of art, something beautifully crafted. This is the meaning that The Artificial strives to bring back to the perception of the word 'artificial.'
4. Ask for feedback at every step
Halfway through my internship I did I midway logo presentation for my colleagues presenting the concept and getting feedback on how to continue.
Conclusion- Midway logo presentation:
The most difficult obstacle with creating this logo was finding the right amount of legibility. Where it started out being too complicated and not legible enough, during my midway logo presentation I received the feedback that now it had become too legible and that the complicity from the concept had been sacrificed too much to make it readable.
I continued making different iterations until I was sastisfied with the final result.