Untitled Identity is a Toronto based design collective focused on creating visual brand identities. The company’s values lie in giving back to the community by supporting small businesses and startups.

Explorations & Concepts

When first tackling the logo for our startup we wanted to portray our playful and bold nature, as well as us being a primarily female team. Early concept sketches include playing around with the company name and adding cute features like smiley faces, hearts, geometric shapes.

Finalizing The Logo

Although there were concepts we wanted to potentially further explore with the initial concepts, we decided that focusing on the name of the company didn’t hold much meaning because the name of our company itself is untitled. Therefore we decided to go back to our company values and re-conceptualize more visual options. Our Logo is an eye with a sparkle in it to represent how our main goal is to look out for small businesses and startups (eye) through our creativity (sparkle).