CircleAround is a digital media platform run by One Girl Scout Media to utilize financial distributions to benefit current Girl Scouts. The objective was a complete brand refresh that would appeal to its audience and contribute to the success of its mission. My contribution was creating a fresh logo and visual details for the new and improved look and feel of CircleAround.

View the logo live on the CircleAround website here.

LOGO DEVELOPEMENT

After several rounds of previous type lock-up explorations, the client group provided a rough comp of what they envisioned, a woman’s profile encapsulated by a multi-layered “C”.

To bring an effortless quality to the complexity of the combined “C” and profile visual, I explored clean shape forms that would function to complement each other and maintain a visual simplicity for readability.

While the original direction was to use the Girl Scouts palette, it became clear green was not the right choice to make CircleAround stand out. I introduced blue tones in reference to the colors adult members wear, tying in the target audience perfectly.

The final adjustments involved pulling in the corners of select letterforms that tied the font together with the C icon.