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Second Funnel Logo Design

When we started Second Funnel, the logo was literally two funnels. We moved to a design that was clean and abstract, but it still didn't feel right. It was missing a sense of personality. I think our latest design gets us there. Below is the design process I followed and the final design I landed on.

I wanted to keep the funnel metaphor, but lose the literal funnels.

I wanted to keep the funnel metaphor, but lose the literal funnels.

First I looked on Dribbble for inspiration and put my favorites designs in one place.

First I looked on Dribbble for inspiration and put my favorites designs in one place.

Then I started sketching triangles in Sketch. I wanted to move from the literal to the abstract while still keeping the design friendly and approachable.

Then I started sketching triangles in Sketch. I wanted to move from the literal to the abstract while still keeping the design friendly and approachable.

Next I pulled color pallets from the inspiration designs and started playing with the hue, saturation, and brightness to get to something I liked. I wanted it to feel smart and friendly.

Next I pulled color pallets from the inspiration designs and started playing with the hue, saturation, and brightness to get to something I liked. I wanted it to feel smart and friendly.

I got to the final design by experimenting with different fonts, layouts and color combinations — on both white and solid backgrounds.

I got to the final design by experimenting with different fonts, layouts and color combinations — on both white and solid backgrounds.

These are the final versions of the logo that are now in use on our websites, letterheads, and business cards.

These are the final versions of the logo that are now in use on our websites, letterheads, and business cards.