Logo proposalTechnology · 2022
A dinosaur
hiding in an e.
00The project
- Client
- eDyno
- Sector
- Technology
- Year
- 2022
- Work
- Logo proposal, two routes
eDyno came to the studio for a logo in 2022. The name reads two ways: Dyno as in dinosaur, Dyno as in dynamo, with an e for electric in front. Rather than choose for the client, the proposal drew both readings, each taken far enough to be used as it stands.
- Logo proposal, two routes
- Dinosaur-e mark and wordmark
- Spark-e mark and wordmark
- App-icon tests
01Route A · The dinosaur
From afar, a letter.
Up close, teeth.
The upper bowl of a lowercase e becomes a tyrannosaur’s head: an eye, a row of teeth, the crossbar for a jaw. The whole mark is three shapes, so it still reads at icon size. The wordmark is a heavy, rounded sans whose weight matches the dinosaur, so the two read as one.
- 1EyeOne flat stroke, half closed.
- 2TeethA single zig-zag cut makes both rows.
- 3JawThe crossbar of the e doubles as the jaw line.
- 4ArmWhere the stroke ends, a small arm.
At small sizes
02Route B · The spark
Or read it as power:
a bolt wound into an e.
The second route takes the other meaning of the e. A ring closes into an e with a lightning bolt for its crossbar; the wordmark is a lighter geometric sans with only the e in violet, to answer the mark. The proposal tried it in black, violet and white squares to see it as an app icon.
03The proposal
One name,
two readings.
Both routes went to the client together, each with its mark, wordmark and colour, for the client to choose. The archive keeps no record of the final choice, so neither is shown here as the answer; the two sit side by side.