{"id":1891,"date":"2021-03-07T03:27:19","date_gmt":"2021-03-07T03:27:19","guid":{"rendered":"http:\/\/www.scamper.com\/cv\/?page_id=1891"},"modified":"2025-09-18T00:37:53","modified_gmt":"2025-09-18T07:37:53","slug":"beckon-branding","status":"publish","type":"page","link":"https:\/\/www.scamper.com\/cv\/beckon-branding\/","title":{"rendered":"Beckon Branding"},"content":{"rendered":"
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Branding, Beckon<\/span><\/p>\n

Logo, specs <\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Role<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Identity Design<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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Team<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Executive Team @ Beckon<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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Duration<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Nov 2011<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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In the beginning was the word \u201cbeckon,\u201d and the company\u2019s value proposition, which was to \u201c[Unite] your marketing data once and for all.\u201d<\/span><\/p>\n

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My first thought was to take a stab in the dark, with an iconic representation of a visualization paired with a simple, clean wordmark.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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Beckon logo, initial concept<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Using that as a launchpad, I proceeded to use the two evocative starting points \u2014 beckoning and uniting \u2014 and explore various themes, some more literal than others.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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Beckon logo, first exploration<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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After reviewing those concepts, we pared back, and I designed a second round of possibilities.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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Beckon logo, second exploration<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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What stuck with us was the square brackets, which was one of the simplest approaches. In literature and science, square brackets are used to add contextual clarity, as a grouping symbol, or to indicate a matrix. Thematically and aesthetically, we had our winner, a mark that conveys unity, clarity, and approachability.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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Beckon logo, final<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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For sub-brands, like Beckon\u2019s Lift email newsletters, I went through a similar process. Initially I wanted to throw off the reins, and really explore the concept of \u201clift,\u201d but in a simplified, iconic way.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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Beckon Lift logo exploration<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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In the end, we gravitated to the idea of a green up arrow, because it captured the meaning of the word, and evoked the rise in a value over time.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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Beckon Lift logo, final<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<\/div>\n

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Branding, Beckon Logo, specs Role Identity Design Team Executive Team @ Beckon Duration Nov 2011 In the beginning was the word \u201cbeckon,\u201d and the company\u2019s value proposition, which was to \u201c[Unite] your marketing data once and for all.\u201d My first thought was to take a stab in the dark, with an iconic representation of a […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"brizy-blank-template.php","meta":{"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"class_list":["post-1891","page","type-page","status-publish","hentry"],"yoast_head":"\nBeckon Branding - Jeff Robinson - UX \/ UI<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.scamper.com\/cv\/beckon-branding\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta 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