Project 1 is an AI-powered platform that helps you create an authentic brand with designs you can call your own and be proud of.
The challenge was to move from a transactional brand, wherein we only had one interaction with most of our customers, to a brand that customers could start to develop an affinity for and would feel more comfortable coming back for more and more products beyond the logo. The challenge of this project was to rebrand an evolving brand. To create a new company name and brand identity that is clear, consistent and has personality. So that entrepreneurs and businesses all over the world think of Looka, as the #1 destination to get the design assets they need to build a brand that will succeed from day #1.
The solution for this project was creating a strategic brand—logo, identity, website, and messaging that not only looks consistent but also makes Looka the #1 destination for entrepreneurs and businesses all over the world to get the design assets they need to build a brand that will succeed from day #1.
Rebrand | Brand Research | Brand Strategy | Brand Identity | Website Design | Messaging
Our mission is to make great design accessible and delightful for everyone — and I can’t imagine a company called Logojoy doing that. When we picture what our company looks like in 10 years and being the design provider for everyone in the world, it feels weird if it’s Logojoy.
We’re selling logos now, but this isn’t our one-trick pony. We want to evolutionize the design space with the power of AI and design thinking.
When I was one guy in a coworking space, I had no idea this would happen — before launching Logojoy, it was all about, how do I make a cool product? After launch, I pretty quickly thought about changing the name and I realized it could potentially hold us back. But it was so delicate then — up until now, we’ve been in a more vulnerable position as we prove ourselves as a company. Now we’re more stable, so the company can withstand a tectonic shift.
Logojoy quickly became the worlds #1 online logo maker. As our company grows, our business does too. We are expanding to become an all in one graphic design platform. To do this we can not have a name so literal as “Logojoy”. Logojoy features the word “Logo” and constrains us from expanding to other graphic design assets. We needed a new name that described our new business. We came up with the name “Project 1”.
How did we decide on the name Looka?
Not going to lie — the process was brutal. We started by going to startupnames.com, doing random searches, playing around with prefixes/suffixes, looking at Latin words, thinking about synonyms/antonyms and all that. There was a checklist that a new name needed to check off: easy to spell (because we’re global), the .com address was available, impossible to mispronounce, and ideally short.
With that checklist, a group of us came up with 150 name examples. We all came together and talked a lot about the list — how different names sounded, how did they roll off the tongue? There wasn’t one name where it was, “that’s it!” Initially picking the name Logojoy, it was all excitement because you’re starting something brand new. When you’re picking a new name for an existing company, that excitement is masked by responsibility. From the 150 names, we made a shortlist and had a lot of hallway conversations about those names, making sure there were no negative connotations, looking into what’s available, talking to our investors and holding a vote. We ended up with Looka!
Our logo is approachable, easy to read, and takes full advantage of our name recognition. Optical kerning, refined weight, and defined clear space, as well as well delineated placement in relation to other content, all help to make it as instantly recognizable as possible.
I created a logo that was simple enough to be versatile and memorable. Something that we could be identified with.