From Concept to Icon: The Reframed Brain's Logo Story
The Reframed Brain, founded by Erica Savage, is dedicated to promoting brain health and addressing unseen injuries through accessible support, resources, and workplace wellness. Its core mission is to empower individuals and teams to enhance personal and professional well-being by rediscovering confidence and developing new strategies for success. The company envisions a world where brain health is a priority, and individuals feel empowered to seek judgment-free support through advocacy, education, and community building, fostering empathy for those affected by unseen injuries. Offerings include wellness coaching, "The Reframed Brain method" for athletes, a "Reframe Your Wellness Masterclass," and personalized 1:1 coaching services.
Research & Strategy
This initial phase was dedicated to thoroughly understanding "The Reframed Brain" and its strategic positioning.
Brand Deep Dive: Extensive discussions with the founders clarified the core mission: to facilitate mental shifts, unlock new ideas, and foster cognitive innovation. This involved defining the brand's fundamental purpose and long-term vision.
Audience Identification: A crucial step was identifying the target audience—whether individuals seeking personal growth, professionals aiming for creative breakthroughs, or organizations desiring cultural transformation. Understanding their pain points and aspirations guided the visual direction.
Value Proposition & Differentiation: Articulating what makes "The Reframed Brain" unique was paramount. Key brand values like insight, transformation, clarity, innovation, and empowerment were established, along with how the brand stands apart from competitors in the coaching and wellness sectors.
Desired Brand Perception: Defining how "The Reframed Brain" wished to be perceived—as intelligent, approachable, transformative, inspiring, cutting-edge, and optimistic—provided a clear emotional target for the design.
Market & Competitor Analysis: Researching existing brands in similar fields helped identify prevailing visual and messaging trends, as well as unique opportunities for "The Reframed Brain" to carve out its distinct visual niche.
OUTCOME: This phase culminated in a comprehensive Brand Brief. This document served as the strategic blueprint for all design decisions, detailing the brand's purpose, audience, unique selling proposition, desired emotional resonance, and the overarching creative direction.
Concept Development
Building upon the strategic insights, this phase translated the brand's essence into tangible visual concepts.
Conceptual Brainstorming: A wide range of metaphors and visual themes were explored. These revolved around "reframing," "brain," "ideas," "connection," and "transformation." Keywords such as 'insight,' 'enlightenment,' 'rewire,' 'perspective,' 'unlock,' and 'spark' guided the initial creative explorations.
Mood Board Creation: Diverse visual mood boards were developed. These boards showcased potential aesthetic directions, including various color palettes, typography styles, and imagery, helping to visualize how the brand could feel and look.
Initial Sketching & Idea Generation: Preliminary logo sketches were created, exploring abstract representations of thought processes, symbols of light and new beginnings, and the integration of brain imagery with elements of change or connection. This iterative sketching led to the strong concept of combining a lightbulb (representing ideas and enlightenment) with a brain (linking ideas to cognitive function).
Refinement & Iteration: The chosen concept—the lightbulb-brain combination with a connecting element—was meticulously refined. This involved experimenting with different lightbulb shapes, brain representations, and various ways to illustrate the "rewiring" or "plugging in" aspect through cable and plug designs.
Typography & Color Palette: Various serif and sans-serif fonts were tested to find a style that conveyed both intelligence and approachability. The distinctive shadow effect was developed for added visual depth. The precise shade of golden-yellow (for optimism and intellect) and the exact tone of the grey shadow were fine-tuned for optimal impact and legibility.
Feedback Cycles: Multiple refined logo concepts were presented to "The Reframed Brain" team. Iterative feedback sessions ensured the design not only met the strategic objectives but also deeply resonated with the client's vision.
OUTCOME: The result was the final, distinctive logo for "The Reframed Brain." Every element—the intelligent integration of the lightbulb and brain, the symbolic cable, the unique typography, and the chosen color scheme—was harmonized to deliver a clear, impactful, and memorable brand mark that powerfully communicates innovation, transformation, and new perspectives.
