The document summarizes the process of developing a new logo for the company INSZoom. It describes how the CEO wanted a logo that represented the company's current and future products. After many iterations and designs based on an Arctic tern, which travels long distances like immigrants, the team finalized a logo featuring a stylized tern without text. The design process involved many sketches, versions, testing placements, and selecting colors to capture the emotions of immigration.

1. INSZOOM
UNRAVELING THE TALE BEHIND
THE NEW INSZOOM LOGO

2. Hi there! I’m Bhumi, digital
marketing analyst at
INSZoom.com, Inc. I am so
excited to tell you the story
of our new logo.
We’re sad to let the old logo
go, but even more excited
to bring in the new. Change
is good and necessary, isn’t
it? Without further ado, let’s
unravel the story behind the
new INSZoom logo
together!
PAGE 02 / 44

3. Both wanted a new logo for an
upcoming product and reached
out to Umesh Vaidyamath, CEO
and Founder, INSZoom.com,
Inc. with this request.
The seed of the logo design was
planted by our very own
Zoomers — Sudhanva and Aruna.
Oh, in case you’re wondering,
everyone working at INSZoom is
proudly called a ‘Zoomer!’
PAGE 03 / 44

4. PAGE 04 / 44
UMESH HAD OTHER PLANS!
He wanted a logo that not only
represented our current product
but also the products INSZoom
builds in the future. One logo
accommodating everything that
INSZoom is.

5. Umesh met Designer — Andrey
Retinskiy, in the parking lot. He
drew the logo on a piece of
paper for Andrey. He said, “I
want our logo to represent
people traveling across the
globe and back.”
IDEA
PAGE 05 / 44

6. THE DESIGN TEAM REDREW THE ROUGH SKETCHES
INS ZOOM
INS ZOOMZ INS Z OM
PAGE 06 / 44

7. FOLLOWED BY — ARROW GLYPH VARIATIONS
PAGE 07 / 44

8. HMM, MAY BE SOMETHING ELSE?
Umesh’s reaction to the redrawn sketches made it clear that he
didn’t like the logo design. It was time to work on something more
relevant. 1, 2, 3, Go!
HMM, MAY BE SOMETHING ELSE?
Umesh’s reaction to the redrawn sketches made it clear that he
didn’t like the logo design. It was time to work on something more
relevant. 1, 2, 3, Go!
PAGE 08 / 44

9. After lots of research and tons of
articles, Andrey Retinskiy found the
perfect icon representing immigration
in wild nature.
PAGE 09 / 44

10. THE ARCTIC
TERN
Arctic Terns travel the longest
regular migratory route of any
animal on earth. Every year
these sea birds travel from
pole to pole and back, so they
experience two summers per
year. The round trip is roughly
44,300 miles. Yes, that’s right!
PAGE 10 / 44

11. ANDREY BELIEVED THAT THIS IMAGE WOULD
BE A GREAT LOGO BASE TO START.
PAGE 11 / 44

12. HMMM, THIS LOOKED TOO COMPLICATED!
PAGE 12 / 44

13. OOPS! HE JUST MADE A PENGUIN WITH HUGE WINGS. TICK
TICK TOCK TICK TOCK, TIME WAS RUNNING OUT!
PAGE 13 / 44

14. Umesh wanted to see how far the designer has reached in
creating the new logo! The presentation had the below three
versions of the Arctic Tern.
FIRST PRESENTATION
PAGE 14 / 44

15. PAGE 15 / 44
Umesh was impressed with the representation of immigration by an
Arctic Tern. But there was a lot of work to be done!

16. The designer hand drew the
sketches of the Arctic Tern.
SKETCHES
PAGE 16 / 44

17. SOME MORE…
PAGE 17 / 44

18. AFTER SOME 50+ PAPER SKETCHES, THE TEAM SELECTED
FEW VERSIONS TO REDRAW THEM IN VECTOR FORMAT
PAGE 18 / 44

19. AFTER INNUMERABLE
BRAINSTORMING SESSIONS,
THE TEAM HAD A FAVORITE!
AFTER INNUMERABLE
BRAINSTORMING SESSIONS,
THE TEAM HAD A FAVORITE!
PAGE 19 / 44

20. THE PREFERRED VERSION OF THE NEW LOGO WAS
PAGE 20 / 44

21. The designer spent hours
to hone the shape of the
logo. The bird’s new beak
and wings were created.
All of this with geometric
validity.
IMPROVEMENTS AND MODIFICATIONS!
PAGE 21 / 44

22. NO MATCHES FOUND!
The very first step was to investigate if there were any existing
similar icons out there. Well, there were none!
It was now time to test the logo in different environments and
media placeholders.
NO MATCHES FOUND!
The very first step was to investigate if there were any existing
similar icons out there. Well, there were none!
It was now time to test the logo in different environments and
media placeholders.
PAGE 22 / 44

23. PAGE 23 / 44
STATIONERY

24. PAGE 24 / 44

25. PAGE 25 / 44
ON OBJECTS WITH
VISUAL BRANDING

26. YES, WE TESTED THE LOGO ON A PILLOW COVER AS WELL!
PAGE 26 / 44

27. PAGE 27 / 44

28. PAGE 28 / 44
WE WENT ALL OUT ;)

29. PAGE 29 / 44
THE MOST EXCITING PART
WAS TO TEST THE LOGO
ON INTERFACES!

30. PAGE 30 / 44
LOGIN SCREEN

31. PAGE 31 / 44
THE UPCOMING TO-DO
PORTAL

32. PAGE 32 / 44
WE COULDN’T WAIT TO HAVE THE LOGO TESTED
ON THE WALLS AND INTERIORS OF OUR UPCOMING
OFFICE IN PLEASANTON, CA!

33. PAGE 33 / 44
WOAHHHH!

34. PAGE 34 / 47PAGE 34 / 44
NEW INTERIOR

35. HOW DO WE WRITE INSZOOM?
With a space between the letters INS and Zoom? Remove the
space? Oh wait, what about the arrow? Do we retain it?
THE NEXT STEP WAS TO DETERMINE HOW THE COMPANY’S
NAME WOULD BE WRITTEN
PAGE 35 / 44

36. AFTER 3-4 MEETINGS AND BRAINSTORMING
SESSIONS, IT WAS DECIDED TO WRITE THE
ORGANIZATION’S NAME WITHOUT AN
ARROW AND SPACE.
PAGE 36 / 44

37. PAGE 37 / 44
LETTERING AND OPTICAL KERNING

38. AND FINALLY, THE VARIATIONS
OF THE NEW LOGO LOOKED LIKE
PAGE 38 / 44

39. Determining the perfect blue and grey! Compared with the earlier
blue, we wanted a brighter blue which was cool and refreshing.
Determining the perfect blue and grey! Compared with the earlier
blue, we wanted a brighter blue which was cool and refreshing.
PAGE 39 / 44
#0033FF
PANTONE 293
C : 100 M : 70 Y : 0 K : 5
#323C5A
PANTONE 432
C : 65 M : 40 Y : 25 K : 80

40. IMAGES SUPPORTING THE LOGO
PAGE 40 / 44
A lot of thought went into defining the imagery
that transferred the right emotions resonating
with immigration and the symbol to our
audience.

41. SOME EXAMPLES OF GRAPHICS WE WILL BE USING
IN THE INSZOOM APPLICATION!
PAGE 41 / 44

42. AND THIS IS HOW INSZOOM’S NEW LOGO CAME INTO
EXISTENCE. I TOLD YOU IT’S QUITE A STORY!
I HOPE YOU LIKED IT!

43. THE END
BASED ON A TRUE STORY!