Branding Stride: What’s Behind A Logo?
It took us about two weeks to agree to a name for Stride; it look less than two hours for the logo. The naming process was tough, but by the end of it we had such a strong shared vision there wasn’t much room for disagreement throughout the rest of the process.
We all agreed we wanted a relatively straightforward wordmark to support our brand value of simplicity. I also knew we’d need some sort of secondary icon for social media avatars, mobile app icons, and secondary applications.
While perusing typefaces (glass of single malt Scotch in hand, as all with all fine design), I quickly settled on SugarPie. It’s friendly and approachable, but what really sucked me in was the fantastic sense of motion it has. The lean and flow seemed made for the word stride.
From there, it was as easy a logo design process as you’ll ever see. I spent an hour tweaking and customizing the font to make it our own and tighten things up. I knocked out a few concepts for the secondary icon, got feedback from the whole team, and by the time is was time to queue up a new album on Rdio, we had our final logo.
You might like the logo; you might not. The more important thing, though, is that it communicates a lot about Stride as a company. It embodies our values of friendliness, positivity, and simplicity.