We were looking for a visual symbol that would sum up our core believes in an even more concise way. The ultimate storytelling icon. When you put yourself such a task it early on becomes obvious that you need to be really clear about what you believe in, what you stand for.
In the creative brainstorming process there were some wild ideas, concepts breaking the box, funny bluppers, deep personal stories... yet it wasn't that easy to explain the intangible values we stand for. Our essence.
Ledylo is all about being authentic, defiying laws of society trying to squeeze you into boxes, labeling you with roles that have nothing to do with who you really are. You don't need to live up to anybody else's expectations but your own.
This attitude is best captured in the brand slogan «Not Perfect, Just Special.».
Transcripts from the brainstorming secions:
Let's start with ourselves.
Let's use the inital letter.
It also stands for Love! Great!
Let's add the heart symbol.
We create products and messages driven by emotions. How do we make the heart icon special?
Let's make it asymetric.
It's ok not to be perfect.
It's ok not to be symetric.
It's ok to have flaws.
Make it authentic – an Imperfect Heart.
The symbol of perfection?
A circle. A diamond.
Let's merge the 3 symbols into one and see what we get.
And we got the storytelling icon we were looking for: