While our product serves both executives and their assistants, we would like you to focus on the former user persona when crafting a brand identity for Esper. The goal is to create a brand experience for these executives that exudes luxury, exclusivity, and modernity.
~ Typography ~
In writing, our brand name is formatted in title case (Esper). However, the official word mark should present the name in uppercase (ESPER). As there are only 4 unique characters in our brand name, we expect to see custom typography. The result should reflect our brand aspirations and complement our product interface font family, Proxima Nova.
~ Visual Mark ~
We're looking for an iconic visual mark that can both flank the brand name and stand on its own when necessary. As our product will be available for mobile devices, the mark should be decipherable even at small sizes. Furthermore, it should look balanced within the square confines of an app icon. Consider either of these themes when crafting the visual mark:
(a) The "Shared Brain" - Our product builds on the relationship between executive and assistant, recognizing each person has strengths that, when combined, create something brilliant.
(b) Saving time - Our product automates many common processes, allowing assistants to focus on more complex tasks and preventing executives from getting bogged down in trivial matters.
~ Colors ~
The product interface is strictly flat in visual style. Therefore, the logo should be able to stand on its own without the use of gradients. Please show your design in the following color combinations: (1) in our primary brand color (#a25cc6) on a white background and (2) in white on our secondary brand color (#414042). If you choose to use multiple colors in your design, please limit them to shades of the specified foreground color.
The restrictions on complexity and colors will hopefully enable you to focus on what really matters in this logo: the concept. Please do not hesitate to reach out to us for questions or further clarification.