Lucien Liz-Lepiorz

design & develop

Learnmetrics

Connecting educators and administrators with the data that surrounds their students, Learnmetrics required an identity that communicated both this mission and a sense of humanity.

sticky identities

sticky identities

Preliminary team exercises included arranging sticky notes with values that corresponded to what individuals perceived Learnmetrics to be, in addition to what the company could and should represent.

personal & organizational values

personal & organizational values

Visual research and inspiration drew upon a multitude of sources, spanning architecture, data visualization, and educational iconography.

view the Pinterest board >

physical environments

physical environments

architectural influence

architectural influence

branding & systems

branding & systems

assorted data visualizations

assorted data visualizations

In addition to organic forms, a focus on modular construction arose. These building blocks lent each visual a sense of energy, synthesis, and precision.

modular elements

modular elements

nested data

nested data

To gauge existing messaging and develop a competitive edge, the research stage included marketplace assessment.

marketplace research

marketplace research

initial ideation

initial ideation

Sketches touched several depictions: network nodes, roots, stylized graphs, physical books. By exploring literal and conceptual directions, the process could focus on an approach that resonated with stakeholders, users, and the public.

humanized networks

humanized networks

Two narratives began to dominate, one in which the logo communicated data management, and another that expressed the marriage of data with education. The former directly appealed to existing users and professionals, while the latter resonated with potential clients.

moving information

moving information

When attempting to soften the frigidity of complex information, I wondered: should the icon include a literal human, or instead, human-like attributes?

human elements

human elements

pencils & graphs

pencils & graphs

Work then transitioned to the computer: multiple monochrome versions arose alongside a typographic lockup set in Circular. The typeface’s precise curvature seamlessly corresponded to the dual identity of data and education. A punchy period heightened impact and embodied the role of a challenger.

monochrome: Cloud Mind

monochrome: Cloud Mind

monochrome: Decisive Data

monochrome: Decisive Data

monochrome: Root Nexus

monochrome: Root Nexus

monochrome: Paper & Pies

monochrome: Paper & Pies

Color applications followed, with palettes that employed slightly-saturated tints of somber hues. Decisive Data began to lean towards illustration, whereas Root Nexus was reduced to the minimum number of components.

Cloud Mind

Cloud Mind

Decisive Data, closed

Decisive Data, closed

Decisive Data, open

Decisive Data, open

Root Nexus, nodes

Root Nexus, nodes

Root Nexus, prism

Root Nexus, prism

Paper & Pies

Paper & Pies

Following a formal presentation, Decisive Data universally resonated with stakeholders. A simplified graph was divided into two segments, highlighting the software’s transformative power.

split graph wordmark

split graph wordmark

split graph logo

split graph logo

In order to clearly communicate the creative process to remote team members, a progress update document summarized each direction’s development, inspiration, and public interpretation.

progress update

progress update

Another revision increased the level of abstraction: white space replaced interior detail, padding surrounded the pencil, and softened edges propagated throughout. These edits reduced rigidity and added movement.

abstracted wordmark

abstracted wordmark

abstracted logo

abstracted logo

Responding to stakeholder concerns, two tangential directions were presented. Both built upon earlier themes of humanity and enlightenment, but with the added constraints of an enclosing polygon.

Honeycomb Portal

Honeycomb Portal

Out of the Pencil

Out of the Pencil

Consensus grew around the honeycomb shape, yet it lacked the educational identity of Decisive Data. Restoring the illustrative pencil solved the issue and added a human touch.

Executives immediately identified with the new iconography and refreshing palette. Graphik, by Christian Schwartz of Commercial Type, replaced Circular as the wordmark’s typeface due to an increased selection of weights, optimized rendering, and heightened linearity.

final horizontal wordmark, standard background

final horizontal wordmark, standard background

final vertical wordmark, standard background

final vertical wordmark, standard background

final horizontal wordmark, medium background

final horizontal wordmark, medium background

final vertical wordmark, medium background

final vertical wordmark, medium background

By selectively reversing the application of white, the logo could be used on backgrounds of various excitement levels.

final horizontal wordmark, dark background

final horizontal wordmark, dark background

final vertical wordmark, dark background

final vertical wordmark, dark background

Through Learnmetrics, I learned how to elegantly manage stakeholder expections, requests, and satisfaction. This ability has proven essential in my everyday work on innovative design solutions.

Final accountabilities included competitive research, visual concepting, brand development, and stakeholder alignment.