Client
Little Feet is a wireless telecommunications
company that develops and manufactures network
infrastructure hardware and software.
ART DIRECTOR/DESIGNER
Denis Zimmerman
FIRM
Matthews/Mark
Process
When the newly formed Little Feet came to the advertising agency Matthews/Mark,
the telecommunications company was seeking a corporate identity that would
somehow reflect the company’s innovations in wireless technology. As a starting
point, the design team at Matthews/Mark worked with the client to come up with a
list of words and phrases that would describe what the company does and how it
differs from competitors. From these discussions, the team developed a “brand per-
sonality,” which centered around four key words: Fresh, Bold, Progressive, and
Friendly. The team then began exploring logo designs. “Everything we created held
up to the four brand personality words. If a design didn’t speak to those four points,
it got thrown out,” says Matthews/Mark designer Denis Zimmerman. Of the twenty
or so possible directions, a sketch that combined an image of a footprint with one of
an ear was a standout due to its simplicity and playfulness, says Zimmerman. To
render it, he used Illustrator to create an ear shape, basing its form on the ear icons
found on computers and other electronic equipment and using a bold outline with
rounded ends to give the mark a cable-like feel. Next, he added five circles for toes,
and placed a logotype, based on Helvetica Neue Black Extended, below the symbol.
To further emphasize the playfulness of the mark, orange was chosen as a color. Of
the result, Zimmerman says: “Some people have seen a question mark in the logo,
which was unintentional but which seems to work. It reflects the way the company
questions the status quo.”
What Works
The company takes its name from the small “footprints” of the hardware it develops.
Visually, the logo reinforces this name with an image of a footprint, while at the
same time referring to communication with an image of an ear.
Little Feet
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Graphic Design That Works
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