Lookback is a software platform that enables businesses to better understand their customers through qualitative interviews and usability testing.
After finding success in the user experience research space, Lookback was ready to expand its reach to all forms of customer insights.
We began with an evaluation of Lookback as a company: its audience, competitors, differentiators, and more. By better understanding the industry landscape and the future Lookback envisioned, we were able to identify visual opportunities to help the brand achieve its goals.
We worked with their team to settle on three attributes for the Lookback brand: Intuitive, Humble, and Approachable. The evaluation, paired with the attributes, informed the three directions presented in the first round of ideation. We knew industry clichés to avoid, opportunities to explore, and elements to recommend.
First Round of Ideation
Three conceptual directions were presented: “Dynamic,” “Bridging Digital & Human,” and “Friend to Discoverability.”
“Dynamic” spoke to the iterative process of user research, surfacing the right insights (usually between the lines) to build useful products. The geometric mark presented in this option paired with a color combination showed Lookback was dialed in, intelligent, and intuitive. “Bridging Digital & Human” used a mixed sans-serif/serif logotype to set a digital tone and convey the human spirit. Finally, “Friend to Discoverability” evoked curiosity in an approachable way through its playful logotype and color palette; discoverability makes a product great and doing the work of user research takes curiosity and ambition.
This direction — titled “Dynamic” — speaks to the iterative process of user research to feel dialed in, intelligent, and intuitive.
The Refinement Process
After the Lookback team chose their preferred direction — ”Bridging Digital & Human” — we began refining that direction and building out the visual language. We explored typography, color palettes, and photo styles over the following weeks. As the visual identity took shape, we applied it to different instances and mediums, testing the boundaries of the new identity.
The Lookback wordmark focuses on the business name for brand recognition. The pairing of a serif and sans-serif typeface embodies the Lookback mission to bridge human and digital.
The brand typeface, Newzald, is a well-balanced serif intended to feel human and sincere. The secondary typeface, Inter, supports Newzald without being overpowering, and Inter offers robust options for typographic glyphs to create digital experiences across multiple languages.
Brand Style Guidelines
Finally, the Lookback team received their Brand Style Guidelines. The guidelines includ all the elements needed — logos, typefaces, colors, and more — to create a consistent tone, look, and feel for Lookback’s materials. Guidelines ensure visual consistency and provide a clearly communicated framework for brand application as Lookback grows.
The final logomark takes elements from the refinement phase and pushes those ideas further with a lightbulb. It builds on Lookback’s attributes and represents that“lightbulb moment” so common after user research.
Lookback’s photography style is natural but curated. It carefully captures people and environments in a natural setting with minimal editing. The authentic photography style works to build trust and approachability.