Toitoit

Cognative is a South African-based start-up focused on creating a class-leading online retail experience with an active and loyal following. The brand aims to encourage and facilitate people to get outdoors, get fit and healthy, and go on an adventure.

Cognative required a logo that conveyed the primary focus of their business – cycling in Southern Africa – executed in a clean and clear manner. It should work well in reverse and on different coloured backgrounds for application to t-shirts, stickers, and other branded items. They also wanted a standalone mark that could work without the name.

The resulting logo is both a literal and visual representation of the Cognative name, a fusion of the words “cog” and “native”, which itself is a play on the word “cognitive”.

The logomark features a bicycle cog in the shape of a Zulu shield, flanked on either side by a weapon (spear) and a tool (wrench). It was kept simple to work equally well when mirrored, reversed or downsized. Horizontal- and vertical-lockup versions allow for flexible application of the logo when orientation and size are a concern.

Accompanying the logo, I provided a basic identity system which included sample typography and a vibrant colour palette.