Logo Design/Rebrand

PROCESS Logo Study Design Direction Wireframing and Application Brand Book dātma bridges the gap between healthcare data and its consumers by offering tools for effective analysis. My team was tasked with leading the rebranding effort, crafting a dynamic visual identity that captures the company’s essence. Starting with a few options for a new company name, I created a relevant logo which then translated into a completely new, cohesive design system. This foundation allowed us to create a range of assets and a website that embodies dātma’s vision. LOGO STUDY During the logo ideation process for the client, formerly ODA, they were still finalizing a new name and vision. We explored three potential names—Axolo, Chordata, and Codehuman—centered around the core theme of data. Below are early iterations of our designs. Note: While I prefer to start exploration in black-and-white, I like to introduce color a few rounds in to enhance vision and direction. For this client, however, incorporating color early on helped them visualize the logo’s potential and make more confident decisions. After a couple rounds of iterations, the clients introduced a new name option into the mix: datma. A blend of two words, "datma" mixes "data" with "ātma", the Sanskrit word for "soul", or "the self". Below is a compilation of another set of iterations, including options for "datma". After eight rounds of ideation, the clients selected a logo—a variation of dātma I had created on a whim. The macron above the first "a" ensured proper pronunciation, while an additional "macron" below the second "a" doubled as a graphic element. By limiting color to the graphic bars, the design evokes the look of a bar chart, symbolizing data. A gradient was added to convey movement and dynamism. After finalizing the logo, we quickly established a cohesive design direction under a tight timeline, developing the color palette, iconography, photography style, and graphic treatments while incorporating ongoing client feedback. In parallel, we explored how these elements would translate into the website. Using low-fi wireframes created by our Digital Design Director, we applied the visual system to produce high-fidelity designs, finally landing on a blended solution in collaboration with the client. Ultimately, we delivered a streamlined Brand Book as a practical foundation, along with a full suite of collateral including email signatures, business cards, letterhead, one-pagers, whitepaper templates, and social assets.