Finished Product

Sketches

Final Iterations

Salesforce

San Francisco, CA

A global cloud computing company that develops CRM solutions and provides business software on a subscription basis.

Note: I was an Accessibility Software QA at Salesforce and took on this project on top of my regular duties.

Problem

Salesforce’s AI Department needed a new logo design using “Einstein”, which represents all things AI, to promote their new product feature, Einstein Analytics Edge.

The new Einstein logo needed to be edgy and ignite a thought of intelligence and speed. This product was slated to launch for Dreamforce 2018, making the turning the turn-around time 3 week to create a flexible logo to be used on swag and marketing assets.

Process and Execution

Salesforce’s brand guidelines are extensive, to say the least. Since I just joined two weeks prior, I was studying the brand book to ramp up and triple-checking with the Branding team to make sure everything was kosher before shipping.

I brainstormed with the team, since the tagline was “Get the edge”, Einstein had to seem cool and edgy, when he historically wasn’t in previous designs. I drafted a few sketches that could’ve showcased this and landed on a version of Einstein on a motorcycle driving down a night road to have the feeling of speed and “being cool”.

In addition, this was to be reusable as a stand-alone logo without the background for digital presentation. There were 3 versions provided for the Director of Einstein Analytics to review and 2 iterations.