Spotfront

Role: Logo Design
Year: 2012

Background

Spotfront brings intelligence and automation to e-commerce, allowing online retailers to generate revenue through product and brand promotion.

The guys (former colleagues of mine) behind it are pretty smart, too. And while they both wanted a brand they could be proud of, they had plenty of other things to focus on other than the their logo when building out their business and the software that would power it. Enter former benevolent co-worker (me) with an insistence that nothing made in PowerPoint would make it on to the great work they were about to do (they're killing it, btw).

RESULTS

Logo Design 

The guys wanted something fairly literal to represent their focus on e-commerce and storefronts, but also a more welcoming, less "swooshes-and-shopping-carts" digital sensibility commonly seen elsewhere. 

The result (see Figure 1) was a stripped-down but recognizable take on the traditional shoppe awning – an archetypal reference, but with clean modern lines and the strength to stand on its own.

The typeface is Archer Bold Italic, with some select serif alterations for a more streamlined, less folksy look.