Studio Direction 2.0: On how we transformed into a thunder

written by

Andrija Cugurovic

Brand design / Rebranding / Brand identity

Over the last five years, the arrow has been not just a logomark but also a visual representation of our design process: starting with insight, progressing with clear intent and informed decisions, and achieving a relevant result.

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As we developed our new website, it became clear that the logomark needed to evolve to better reflect our team's mindset and philosophy in a more original way while visually representing the process. Ideas matured as we took the time to consider our identity as a team, our position in the market, and what makes us unique in our offerings.

It’s not easy to create something that serves as a metaphor while also being true to the brand, so establishing that connection was the toughest step.

Seeking for an inspo

We knew our brand deserved a logomark with a unique voice, identity, and momentum that resonates loudly.

Our founder and designer, Vladimir, dropped the concept of a symbol inspired by thunder as something that reflects our mindset and approach to work, and the creative process was on. Everyone on the team was eager to contribute their doodles as suggestions. The brainstorming continued for days within the design team, with our graphic designer, Andrija, developing the visuals through multiple stages.

Our aesthetic ambition

A symbol conveying movement and a strong pace—qualities that define Studio Direction—was the goal from the start. The new logomark needed to flash and make noise!

The experience we aimed to create was designed to captivate our audience with dynamic, energizing elements that enhance interest and enthusiasm.

We couldn't go far from our style—black and white, simple lines that create a readable, eye-friendly shape. And we needed something that better aligns with our energy, team dynamics, tempo, and workflow, which is pretty thundersome.

Creating a logo

We knew our new logomark needed to have the quality of a graphic-based design, a pictorial mark that would go with other design elements of our brand. So, we returned to Studio Direction brand's basics and deconstructed the name.

One of the previous versions of the Studio Direction’s logo featured the shortened form of our name—'SD.' We decided to pivot on that, with an 'S' and a 'D' coming together to form the shape of lightning.
With this line of thought, we quickly reached a consensus, landing on a solution that had everyone saying, 'Yep, that's the one!'.

Finally, this realization set the direction for our new logomark: It’s simple, memorable, and speaks volumes about our journey, values, and vision for the future. Our new logo is a combination of a visual symbol and the brand name.