Next, we brainstormed for logomark ideas. We explored modern, minimalistic styles which deemed appropriate for our target audience: students and professionals in a collaborative environment.
I started off by experimenting with basic shapes which form the letter ‘F’. I explored ways in which these shapes can be overlapped, subtracted and rearranged.
The team loved the idea of playing around with the letter ‘F’, however, none of the logomarks felt natural and suited the idea behind Foundry.
I kept referring back to Foundry’s values and sole purpose: a shelter open to different disciplines aimed towards helping students grow creatively.
It is then that the idea of exploring negative space struck me.