cogneedo directions

7/31/2019 Cogneedo Directions

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app design &developmentlocal small business / startup

Just to recap,Im doing a local app design & development startup.


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missionto create powerful and intuitive apps

to empower users and improve their daily livesto merge virtual space and real life

The mission is to:create intuitive apps for users.to improve peoples daily lives.to live in the middle ground between virtual space and real life.


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essenceenhancing lives through technology

The essence is enhancing lives through technology.


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attributesdynamic

supplementaryhuman + machine mergereal life + technology mergetranshumanism

The attributes are:dynamism, to show that technology is ever-changing.supplementary information on top of real life.the merging of human & computers.the merging of real life & digital life.with a little bit of transhumanism for ood measure.


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competitors &comparablesthe other guys

So, what do the other guys look like?


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Layar (the company) is named for their main augmented reality app, which uses the concept of layering supplementaryinformation on top of real life. Their logo is a cloud, which represents the cloud of servers that process and store the data tshow.


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Teknision creates lifestyle apps such as smart Android home screens and concepts that use emerging technology.Their identity takes the form of a layered, interwoven box, which gives a sense of the depth and potential of technology andscreen-based media, and how it intertwines with the users.


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Google does a little bit of everything, and their dedication to the users needs is inspiring.Their logo is clean and friendly, if not a bit childish.


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naming processa long journey of terrible ideas

So, the naming process took forever.And it didnt go well at first.


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round 1transhumanism & duality

(brain + guts, science + art, technology + humans)

Round one of name ideas was based on the idea of combining technology and humans, or the cerebral & visceral.


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The ideas were all over the place. There were a lot of things that didnt make much sense.


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The ideas were all over the place. There were a lot of things that didnt make much sense.


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round 2a different approach

So, I took a totally new approach, and I based the name of the attributes and brand essence, instead of distantly-related wor


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And then there was this a-ha moment!This is when Cogneedo was born.


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And then there was this a-ha moment!This is when Cogneedo was born.


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cogneedocog + need (technology + users)

the opposite of incognito (transparency; not disguised)

To remind everyone:Cogneedo comes from the idea of machines & technology catering to users needs.Its also a play on the word incognito, which means to be disguised. Cogneedo is the opposite. Its transparent and unobtrus


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the face of cogneedowhat does cogneedo look like?

So, what does Cogneedo look like?


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finger frametrustworthyfriendlycomfortingsecurelayered/dimensional

This mark is designed to ofset the typical uneasiness that comes with new technology, replacing it with a sense of security.The layers represent the idea of layering information on top of real life, to enrich a users experience.


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conceptabstract representation ofa finger frame

represents the human need fortechnological assistance in theform of augmented reality

The shape comes from the finger-frame idea I had awhile back, which I used as a metaphor for augmented reality addressingusers needs.


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The logotype is handwritten and organic, representing the users as the human element of the brand.


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technoloy for humans

And the tagline, technology for humans, is pretty straightforward. Its all about the users having human-friendly tools, insteafeeling alienated.


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Heres everything together.


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And my boomerang pattern...


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colorsfuncomplementaryfriendlytrustworthynostalgic/comforting

the colors are fun, complementary (to illustrate the complementary realms of reality and virtual space), friendly & trustworthynot a bit retro and nostalgic, to assist users in this new frontier and not overwhelm them.


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Heres a sample business card, a t-shirt, and a branded app splash screen.


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...and a billboard.


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Technology for HumansTechnoloy shouldnt just solve a problem; it shouldtake care of it. It shouldnt et in the way or make

thins complicated. It should become transparent and

comfortable and make thins simpler.

The typefaces both convey friendliness, and the typeface used for body copy conveys simplicity and lightheartedness.


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The imagery is overlaid with the pattern in one color.


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human cogcogneedo is people!

And heres the human cog.


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concepthumans make technologypossible & necessary

the human need is the mostimportant part of technology

The idea behind this is that humans have progressed technology, so we are all a part of what we use.Technology exists because we have needs that must be fulfilled.


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The logotype is very human, reminding the viewer of the importance of the people/users.


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And the signature...


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other elements

More versions of the mark are made by changing the number of people making up the cog.


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colorsorganicnatural

friendlyThese colors are more organic, familiar colors that arent typical at all for tech-based businesses.


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Heres a sample business card, a t-shirt, and a branded app splash screen.


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...and a billboard.This also shows how images would be treated, with a cog overlaying and masking over it.


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Technology for HumansTechnology shouldnt just solve a problem; it shouldtake care of it. It shouldnt get in the way or make

things complicated. It should become transparent

and comfortable and make things simpler.

The typefaces here show a balance. The script shows the human touch, and the body copy is set in a typeface that has a mucmore utilitarian, functional purpose.


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The imagery is masked with a cog shape.


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I like the possibilities with this direction, and Im moving forward with it.Its clever and techie, and it embodies the friendliness that I want to convey.I think its a great way to go, and it reads as representing a cutting-edge tech business that people can relate to.


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concepttwo loading wheelsc for cogneedosegmented gradient shows progressshows that technology is infinite

mildly coglikeIts an infinity symbol, two Cs for Cogneedo, and it shows progress like a pair of loading wheels.


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transparent technology

Transparent technology is a good description of what Cogneedo ofers. A blend of reality and technology, without imposing oreal life.


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Heres everything together in grayscale and in color.


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Heres everything together in grayscale and in color.


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colorsfriendlyfunupbeatcontemporary

The mark can be used in any of these colors.


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Heres our cool stuf.I think the mark translates really well to these diferent media.


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TECHNOLOGY FOR HUMANSTechnology shouldn't just solve a problem; it shouldtake care of it. It shouldn't get in the way or makethings complicated. It should become transparent andcomfortable and make things simpler.

The typefaces here convey a sense of familiarity and comfort.


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The imagery is masked with a simple circle, to be friendly and fun, but not distracting.


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So, this is the direction Im moving forward with. And I hope you guys like it too.

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