Smart Giraffe Research

A company with a name as cool as ‘Smart Giraffe’ definitely needs a logo full of character! Yet, as a software company it still needed to be contemporary and original but in no way cartoony. It needed to be approachable, engaging, not too formal, not too clinical—but still professional.

A giraffe of some sort had to be in the logo, so we started by searching for giraffe images that had character—friendly, intellectual, inquisitive. We then looked at how we could represent that in graphical shapes that were more formal: triangles, ovals, ellipses. The trick was not to lose the character of the giraffe in the process but to provide some original styling.

After numerous iterations and some additions of natural curves to give a more approachable visual style, we ended up with the brand graphic. Created in vector format, the logo is infinitely scalable and useful across media.

Finally we made a neck tie out of the giraffe’s patterning—a nod to our old school maths teacher, which we thought was fitting for a research company.