Ardent Logic branding and web design

I was asked to come up with a logo and website for a client who offers full-stack software development services. Like many good ideas, this one started on a bar napkin.

Designing the logo

Anthony, the one-man army behind Ardent Logic Software Solutions asked me to design a logo for him one night when we were out having drinks. I began doodling on a piece of paper, experimenting with various combinations of the letters 'A' and 'L', which are both the name of his business and his initials. He liked the direction one of them was taking, so I brought it home and refined it in Adobe Illustrator. I felt a sans-serif font would suit Anthony's cerebral personality, and I used the golden ratio to help me align the letters. While I hadn't planned to keep them as part of the logo, Anthony really liked how they looked and thought it was a great representation of how he likes to approach his work with an analytical and scientific lens.

I used a teal colour to accent the golden ratio lines of the logo, and this colour would become the primary colour of the Ardent Logic brand, prominently featured in his business cards (see below) and on the website.

Building the website

Ardent Logic needed a web presence to serve as a digital brochure, allowing him to connect with clients and attract new business. I created a digital mockup which outlined the basic site structure, overarching design language, and in-page copy. Anthony and I worked together to really make the design reflect his personality. He wanted it to be technical, geeky, and represent the city of Calgary, from which we both hail. We sprinked in some humour and several not-so-subtle nods to cowboy culture, which is a big part of Anthony's life. (He never leaves home without his cowboy hat.)

The website was developed using the Skeleton framework, a responsive design boilerplate that helps make developing websites suitable for all viewports quick and efficient.
Visit ArdentLogic.com