I was asked by Tracey Hill, owner of Friday Reporting – a data visualisation and report automation specialist – to produce a logo for her business along with research into typefaces and colours that could be incorporated into her reporting software and website.

The brief was to create a logo that focused on communicating data in an attractive and easily digestible way. It also needed to work with sub-brands as the business expands into areas of infographics and interactive reporting.

The colours and fonts were selected to match both the creative and factual nature of the business. Pink can be seen as creative and playful and was paired with a rounded font to reflect this and link in with the logos rounded corners. Blue is often seen as conservative and intelligent, like the data provided in its raw form, so was paired with a plain sans-serif font, which was also used within the logo.