Brand identity · Logo design

It Takes Two to Talk

two voices, one identity.

A logo and visual identity for Sociable, designed to feel expressive, approachable, and unmistakably its own.

where it landed
finding its voice
finding the right palette
before it was polished
a little pattern exploration

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The Brief

Sociable needed an identity that could make conversation recognizable without relying on the same visual language as every other social app. The challenge was creating a mark that felt social and familiar at first glance, while still giving Sociable a distinct personality of its own. It needed to work just as well as a tiny app icon as it did alongside the full wordmark; simple enough to scale, but expressive enough to be remembered.

The Solution

Built the concept around two overlapping speech bubbles, representing conversation as an exchange rather than a single voice.
Refined the bubbles into one recognizable silhouette, keeping the conversational reference without relying on a generic chat icon.
Used a two-tone blue palette to create depth and make the interaction between the two forms visible without outlines or gradients.
Developed a flexible identity system that could work across the full logo, stacked lockup, standalone app icon, and wordmark.

Built the concept around two overlapping speech bubbles, representing conversation as an exchange rather than a single voice.
Refined the bubbles into one recognizable silhouette, keeping the conversational reference without relying on a generic chat icon.
Used a two-tone blue palette to create depth and make the interaction between the two forms visible without outlines or gradients.
Developed a flexible identity system that could work across the full logo, stacked lockup, standalone app icon, and wordmark.

The Mark

STACKED LOCKUP

Compact & vertical applications

ICON ONLY

App icon & small-scale use

WORDMARK

Text-led brand applications

Type and Color

Sociable Blue

#3871B8 · The expressive core

Deep Navy

#162C53 · Depth & contrast

Warm Paper

#FBFBF8 · Room to breathe

Ink

#1D1916 · Type & grounding

Aktive grotesk | Helvetica

Say something.

A rounded geometric sans gives Sociable a voice that feels clear and contemporary without becoming overly polished or corporate. Heavier weights give headlines personality, while lighter weights keep longer moments conversational and easy to read.

My Role

STRATEGY
Category research

Visual postitioning

STRATEGY
Category research

Visual postitioning

IDENTITY
Logo design

Lockup system

IDENTITY
Logo design

Lockup system

VISUAL SYSTEM
Typography

Color system

DELIVERABLES
Brand guidelines

Asset preperation

Tools

Procreate · Illustrator · Figma

Tools

Procreate · Illustrator · Figma

WHAT I’D DO DIFFERENTLY

My first few directions stayed pretty close to what I already knew worked. Next time, I’d get to that stage earlier; even if some of the ideas don’t work.

← back to the board

WHAT I’D DO DIFFERENTLY

My first few directions stayed pretty close to what I already knew worked. Next time, I’d get to that stage earlier; even if some of the ideas don’t work.