The first version of the logo is gross, don’t look at it. That was the “10-minute we just need a logo” version. The second version definitely got more care and attention. I aimed to make it look modern, simple, and professional. Source Sans Pro Regular was the chosen font, and the logomark “double arrow” represents guiding, directions, wayfinding, etc.
The third version of the logo has the most love put into it. I went back to the roots of the original idea, starting in South America (Story for relevance). I looked for inspiration within Inca mythology and found Viracocha, the great creator god. I modeled the logomark after the face of Viracocha. The font used was Klavika Bold Condensed, which I adapted to look slightly more tribal. I liked the idea of using an abstract face because a face always tells a story. In this case, it tells the more personal story of our journey.
