EFFY

lighting a fire in young ENTREPRENEURSHIP

EFFY (European Founders For Youth) approached us to create a sound logo to give their online video content and podcasts a personalised touch. Even though founder Max Schölle isn’t a particularly design-oriented thinker, we were able to work together by applying a mood-board and several references (think AT&T, Playstation, and Intel) to create a forward-thinking logo that is bright, inspiring, and embodies the values of their organisation. Our final iteration incorporates a bright marimba motif with light strings and electronic elements, sparked by the striking and burning of a match, suggesting the creative spark of entrepreneurship:

With the original references, we first produced three unique iterations that encompassed the full range of the styles that we were given to work with:

We decided that a 4-note motif with a major tonality best mirrored the syllabic rhythm of a four-letter, four-syllable acronym. A live, organic marimba, loud and in the front, creates a feeling of liveliness, intimacy and proximity, while slower, futuristic elements washed in reverb give the illusion of space, as if to reflect a large, empty building; this helped to symbolise unrealised opportunities, a blank slate of sorts. For the final iteration, we modified the marimba motif to climb even more upwards on the last note rather than downwards, representing an increasingly upward outlook