![swircle old and new](https://jalastair.com/wp-content/uploads/swircle_old.jpg 1281w, https://jalastair.com/wp-content/uploads/swircle_old-300x122.jpg 300w, https://jalastair.com/wp-content/uploads/swircle_old-768x312.jpg 768w, https://jalastair.com/wp-content/uploads/swircle_old-1024x416.jpg 1024w)
Rebranding concept for Swircle. It’s a technology-based startup established by the female entrepreneur Nancy Wang. She is developing an innovative and disruptive sharing model for a different kind of products. This sharing model will start children books.
The target was to develop a logo that doesn’t restrict Swircle in the future when the startup expands to products beyond the children’s industry and beyond books. Furthermore, it should be modern and simple. After some iterations and overruled ideas, we decided to visualize only the swapping and combine it with the letter s. The two arrows are a common symbol for the visualization of a swap or a transfer. At first, it was just a flat symbol but then I upgraded it with gradients to let it look more playful and interesting. Some of the colors were chosen because of their psychological meaning – purple (creativity), yellow (fun) – and the other ones complete the palette. Besides that, Swircle can now also choose between different gradients and colors for different purposes. So that the startup and third-party supplier use the branding correctly, I created a guideline that includes all the following elements.
Design Process
Shapes of the Symbol
![swircle process](https://jalastair.com/wp-content/uploads/swircle_process.png 1279w, https://jalastair.com/wp-content/uploads/swircle_process-300x103.png 300w, https://jalastair.com/wp-content/uploads/swircle_process-768x264.png 768w, https://jalastair.com/wp-content/uploads/swircle_process-1024x352.png 1024w)
Color Palette
Primary Colors Print & Web
![](https://jalastair.com/wp-content/uploads/primary-colors.png 1281w, https://jalastair.com/wp-content/uploads/primary-colors-300x61.png 300w, https://jalastair.com/wp-content/uploads/primary-colors-768x156.png 768w, https://jalastair.com/wp-content/uploads/primary-colors-1024x209.png 1024w)
Gradients
Different Variations
![swircle gradients](https://jalastair.com/wp-content/uploads/gradients.png 1281w, https://jalastair.com/wp-content/uploads/gradients-300x165.png 300w, https://jalastair.com/wp-content/uploads/gradients-768x423.png 768w, https://jalastair.com/wp-content/uploads/gradients-1024x564.png 1024w)
Primary Mark
Main Logo
![swircle primary](https://jalastair.com/wp-content/uploads/swircle_primary_inverted.jpg 1281w, https://jalastair.com/wp-content/uploads/swircle_primary_inverted-300x200.jpg 300w, https://jalastair.com/wp-content/uploads/swircle_primary_inverted-768x511.jpg 768w, https://jalastair.com/wp-content/uploads/swircle_primary_inverted-1024x682.jpg 1024w)
Alternative Marks
Rectangular / Outline Version
![swircle variations](https://jalastair.com/wp-content/uploads/swircle_variations.jpg 1281w, https://jalastair.com/wp-content/uploads/swircle_variations-300x200.jpg 300w, https://jalastair.com/wp-content/uploads/swircle_variations-768x511.jpg 768w, https://jalastair.com/wp-content/uploads/swircle_variations-1024x682.jpg 1024w)
Inverted Primary Mark
Switched Background and Logo Colour
![swircle primary inverted](https://jalastair.com/wp-content/uploads/swircle_primary.jpg 1281w, https://jalastair.com/wp-content/uploads/swircle_primary-300x200.jpg 300w, https://jalastair.com/wp-content/uploads/swircle_primary-768x511.jpg 768w, https://jalastair.com/wp-content/uploads/swircle_primary-1024x682.jpg 1024w)
Logo Mark with Subtitle
For different Products
![swircle marks categories](https://jalastair.com/wp-content/uploads/swircle_categories.jpg 1281w, https://jalastair.com/wp-content/uploads/swircle_categories-300x200.jpg 300w, https://jalastair.com/wp-content/uploads/swircle_categories-768x511.jpg 768w, https://jalastair.com/wp-content/uploads/swircle_categories-1024x682.jpg 1024w)
App Icons
Different Options
![swircle app icons](https://jalastair.com/wp-content/uploads/swircle_app_icons.jpg 1281w, https://jalastair.com/wp-content/uploads/swircle_app_icons-300x200.jpg 300w, https://jalastair.com/wp-content/uploads/swircle_app_icons-768x511.jpg 768w, https://jalastair.com/wp-content/uploads/swircle_app_icons-1024x682.jpg 1024w)
Typography
Based on Google Fonts
![swircle typography](https://jalastair.com/wp-content/uploads/swircle_typography.jpg 1281w, https://jalastair.com/wp-content/uploads/swircle_typography-300x200.jpg 300w, https://jalastair.com/wp-content/uploads/swircle_typography-768x511.jpg 768w, https://jalastair.com/wp-content/uploads/swircle_typography-1024x682.jpg 1024w)
Other Stuff
Print Design Examples
![swircle sheet](https://jalastair.com/wp-content/uploads/sheet_swircle.jpg 1281w, https://jalastair.com/wp-content/uploads/sheet_swircle-300x200.jpg 300w, https://jalastair.com/wp-content/uploads/sheet_swircle-768x511.jpg 768w, https://jalastair.com/wp-content/uploads/sheet_swircle-1024x682.jpg 1024w)
![swircle visits](https://jalastair.com/wp-content/uploads/swircle_visits.jpg 1281w, https://jalastair.com/wp-content/uploads/swircle_visits-300x200.jpg 300w, https://jalastair.com/wp-content/uploads/swircle_visits-768x511.jpg 768w, https://jalastair.com/wp-content/uploads/swircle_visits-1024x682.jpg 1024w)
![swircle sticker](https://jalastair.com/wp-content/uploads/swircle_sticky.jpg 1281w, https://jalastair.com/wp-content/uploads/swircle_sticky-300x200.jpg 300w, https://jalastair.com/wp-content/uploads/swircle_sticky-768x511.jpg 768w, https://jalastair.com/wp-content/uploads/swircle_sticky-1024x682.jpg 1024w)
Do you also think of reinventing your brand?
☞ Let’s have a talk.