A few weeks ago my brother Eduardo Sasso showed me an idea he had for a web service that would be perfect for those who travel a lot or simply want to keep track of their adventures when they are away from their places. I loved the concept and I joined him along side with Gisele Muller and Fabiano Meneghetti to make that app become real. The name was already chosen, Mentaway.

Talking to my brother and Gisele, the creators of the whole idea, they gave me some insights on how they see the service, the goals and philosophy behind it. My role would be come up with the design.

The first thing I did was list some keywords:

  • Traveling
  • Map
  • Route
  • Compass
  • Direction
  • Away
  • Pinpoint

I started looking for compass, map and direction images. I collected quite a few images and got some ideas already in my mind.

Mentaway Logo Design Case Study

First concept: Lettering and Arrow.

The first concept I explored was using an arrow in the lettering. Similar to the Fedex concept but using the A and the Y.

Mentaway Logo Design Case Study

After sketching I went to the computer and tried to come up with something based on those ideas. It turned out that it wasn’t a very solid concept, it was hard to apply it in the lettering especially because the A and Y would have to be aligned in a way in order to make the arrow visible. Plus I thought it didn’t have personality and uniqueness. The Mentaway logo had to be something with a symbol in my point of view.

Mentaway Logo Design Case Study

Second concept: Compass and direction sign

Time for the plan b, I checked the images I had selected and decided to explore the compass element. I also liked the idea of those direction signs, it is pretty much what the service is all about. Then back to some more sketching.... I know I sucked at that.

Mentaway Logo Design Case Study

I wanted to use the compass but not exactly the same representation, so I created a 3 point compass only. After that I noticed that playing with negative spaces I could make that symbol looks like a direction sign as well. So here is what the symbol is all about.

Mentaway Logo Design Case Study

With the symbol pretty much done it was time to choose the typeface and colors. In my point of view a good logo is that one that can be very recognizable in either color or back and white. Below you can see the logo in black over white background and vice-versa.

Mentaway Logo Design Case Study

For the colors the goal was to make it super friendly and also a bit colorful, like when you travel and you get a map of the subway or train they always have the different colors for the routes. With that in mind we chose 3 colors for the 3 main directions, Blue, Yellow and Red, but less saturated hues.

Mentaway Logo Design Case Study

The typeface is always something that always takes a lot of time looking for and testing. Below you can see some of the fonts I tested.

Mentaway Logo Design Case Study

The final concept. I am still working on the logo, especially adjusting the proportion and sizes, the best way to do that is by optical adjustments using a grid. But as we needed to release the splash as soon as possible I completed the final concept with two variations, vertical and horizontal.

Mentaway Logo Design Case Study

For more information about Mentaway visit http://mentaway.com

About the author of this post

Abduzeedo is a blog about design. There are all sorts of articles for those who want to look for inspiration. Also you will find very useful tutorials for the most used applications out there, with a special selection of Photoshop Tutorials and Illustrator Tutorials. Of course there are other softwares conteplated like Pixelmator, Fireworks, and web design tutorials.