Jedd: Building a Brand Identity for Database Editing Software
I partnered with a product engineer who is developing software for editing database data. Together, we're creating a comprehensive brand identity for the project, which is currently in progress.
The project is called Jedd, a playful acronym for "Just Edit Database Data." The brand will exist across two main products: the Jedd Studio, which is the desktop application itself, and an open source icon library that will be used by the software and available to everyone.
Concept and Design Direction
I started by exploring geometric forms, particularly boxes and squares, and the letters J and D as the core characters of the brand. I experimented with various values and proportions until I arrived at the final logo icon, which merges both letters into a sharp, angular form with a single curved element that references the curve in the letter J.
To differentiate between the Studio and the icon library, I created two variations of the logo. The filled version represents the Studio, conveying a sense of solidity and unity of all components. The stroke and gridded version represents the icon library, suggesting structure and modularity as part of a larger system.
Logo Variations
The following are the logo variations developed in this early phase of the branding:
What's Next
The brand identity work is far from over. The next phases include continuing to develop the visual identity with the color palette and typeface choices, and designing the user interface and experience for the landing page. I'm also focusing on building out the complete icon library that the tool will use internally, then creating a dedicated web application for it, complete with its own documentation page, contribution strategy, and interactive tool.