Medulla, LLC, is the company that I founded with the help of my business partner, Jessica Fleenor. I created this logo to be the foundation of our brand.
When we were discussing setting up a business, I thought about two metaphors. The first is that a company is a living organism; it is constantly growing and changing. The second, is that a company is a machine that must be intelligently built in order to function. When creating our brand, I wanted to integrate both of these metaphors.
Our brand needed to symbolize that design is the center of our company and that we work together to create better designs. After much discussion, we decided upon “Medulla,” meaning the center, or core, of an organism. With a chosen name, we discussed how to visually communicate the concept of collaboration. I returned to the idea of machines and thought about how a machine needs many pieces to function. The symbol of these elements is the gear. One is useless; many can do almost anything.
This logo design consists of several forms, stationery, appointment cards and business cards and was created in Adobe Creative Suite (InDesign, Illustrator). I have included some of the comps that I created that resulted in the final product.