CleanBrowsing - Logo Redesign

The Problem

CleanBrowsing is a DNS-based content filtering service that offers a safe way to browse the web without surprises. It intercepts domain requests and filters sites that should be blocked, based on your requirements.
I was approached to help them redesign their logo. They needed the logo to be "memorable, descriptive, and impactful." "Something that can easily lend itself to parents and organizations alike. Something that doesn’t scream “corporate” but that says we’re serious, playful, and good at what we do."

The Solution

I asked the client to complete a logo design survey to give us a starting point. I wanted to make sure we documented in writing their asks because in my experience clients can change their minds halfway through.
After getting some direction from the client I conducted market and competitor research to better understand the look of the industry. Figuring out what was working well and areas where the client could take advantage of.
After some initial sketches and a few rounds of revisions, we landed on a design the client was very happy with.

Lessons Learned

Logo design opportunities are passion projects for me. It allows me to stretch my visual design and branding muscles. Each project has its own challenges. Either from the design side or client-side. Nevertheless, the challenges are great learning experiences and help me improve my design process with the next client.

current logo

The current logo was a fox drawn in the shape of a shield.

I asked the client to complete a short design questionnaire to help steer the direction of the logo design. Giving me a better understanding of what the client was looking for in a new logo.

After reviewing their responses I began doing competitor research. Analyzing the logos and branding of competitors offering similar services. In the questionnaire, the client made it clear that their target audience would be schools and young children. Talking with the client they were excited by the idea of having a mascot for the brand. They were fond of the fox in the current logo but wanted to see it redesigned to be more playful to appeal to children.

Design Exploration

How many different ways can you draw a fox?

With some clear direction from the client, I began exploring ideas around a fox mascot. I like to explore logo designs on pencil and paper because it allows you to focus on ideas instead of being pixel perfect.

Once I have some rough ideas down on paper I like to move to an iPad where I can still be loose but start getting a cleaner design.

New logo

Say hello to the world "Sly Fox"

After a little back and forth with the client on the finer details, we came to a final design. They were highly pleased with the redesigned logo. They went on to only use it on their website but print the logo on hats and t-shirts.