Option
2
Round
1
About the Brand
Virtual Lemon is a premium social media agency providing turnkey strategies that combine a playful, innovative spirit with meticulous precision. By managing the entire creative process a full month in advance, they eliminate visual disarray and stress, allowing high-end brands to build enduring equity through consistent, polished content.
The Target Audience
Virtual Lemon targets middle-to-upper-class professionals (ages 25–50) in medium to corporate businesses who are frustrated by inconsistent, low-quality content. These decision-makers seek a reliable, creative partner to provide full support and spark brand growth. They value an organized, bold agency that balances high-end results with a fun, vibrant company culture.
tHE gOAL
The logo for Virtual Lemon must establish a distinct, recognizable identity across digital and physical platforms. Inspired by the simplicity of Plato Coffee and the character of Jo Public, the design should be abstract, dynamic, and fun, creatively reimagining the "lemon" element without being literal or boring. The palette features yellow and black with sophisticated green accents. Avoiding emojis, the final mark should feel artistic and high-end, with the potential to incorporate a future creative slogan.
Let's break it down
The Concept
Typography
Monochrome Variations
Colour Palette
Colour Variations
Web & Social Icons
The Concept
The logo features a combination mark that consists of a word mark that has Virtual written in a condensed sans-serif typeface reminiscent of early publishing days. The word Lemon is written in a Serif typeface that has a beautiful balance between playful and serious. Below the Word mark is a lemon wedge that is comprised of a half circle (the skin) and 5 carpels/segments. The shape of the logo mark is designed in a way that complements the typeface. The logo mark is placed below the word mark so that the half-moon shape can also double as a smile, which is fitting for a brand that wants to be playful.
Typography
The pairing of Calistoga, a modern serif with a warm, elegant touch, and Anaheim, a clean and precise sans-serif, creates a sophisticated yet approachable typographic style. This duo perfectly embodies Virtual Lemon's brand, conveying a high-end professionalism combined with a fresh, meticulous approach to digital strategy. The distinct personality of Calistoga for headlines and the clear readability of Anaheim for body text ensure strong visual hierarchy and reinforce the brand's promise of both creative excellence and reliable, seamless execution.
Primary Typeface
Calistoga
About the Font
Calistoga is a dynamic brush script typeface, evoking a sense of creative freedom and playful sophistication. Its confident, flowing lines align perfectly with Virtual Lemon's reframed identity, embodying fresh ideas and a distinctive, yet approachable, spirit. As a primary heading typeface, it effectively captures attention, conveying both the brand's artistic sensibility and its high-end, client-focused approach, making it engaging without sacrificing professionalism.
Secondary Typeface
Anaheim
About the Font
Anaheim presents as a clean, modern sans-serif typeface, characterized by its clear legibility and balanced letterforms. This creates an impression of professionalism, precision, and understated sophistication, aligning with a brand that values meticulous detail and clarity. Therefore, Anaheim is an effective choice for subheadings and body text, providing a trustworthy and visually consistent foundation that supports Virtual Lemon's high-end, stress-free brand experience and fresh ideas.
Monochrome Variations
The logo is designed to work well in one colour on lighter and darker backgrounds.
Vertical
The logo functions perfectly well in a vertical or stacked layout. This means that the logo will work well on vertical applications like smartphones, tablets and roll-up banners.
Horizontal
The logo is designed to be functional in a horizontal layout. This allows you to use the logo on horizontal applications like building signage, websites and stationery.
Colour Palette
This colour palette is highly acceptable for Virtual Lemon. The vibrant Primary and Tertiary colours immediately evoke 'fresh ideas' and a 'playful spirit,' directly aligning with the brand's reframe and inherited name. The sophisticated Secondary colour, a muted olive green, grounds the palette, suggesting growth, reliability, and 'enduring brand equity,' which is crucial for a 'higher end' digital marketing solution. The clean Light and strong Dark neutrals, along with the readable Text colour, provide a professional, elegant foundation. This combination successfully balances the brand's dual nature: energetic and approachable, yet precise, sophisticated, and dedicated to delivering 'peace of mind' and 'high standards.' The palette reflects a meticulous attention to visual detail while maintaining an inviting and dynamic presence.
Primary Colour
Virtual Lemon Zest
This bright yellow-orange evokes energy, optimism, freshness, creativity, and enthusiasm. It's associated with warmth, joy, and intellectual stimulation, perfectly aligning with 'fresh ideas' and a 'playful spirit.' It commands attention without being aggressive, symbolizing clarity and effective communication in social media
Secondary Colour
Evergreen Insight
This muted olive green represents growth, stability, nature, and reliability. It suggests balance, peace, and reassurance, implying a sense of calm and enduring quality. This aligns perfectly with the brand's promise of 'peace of mind' and building 'enduring brand equity,' adding sophisticated organic depth.
Tertiary Colour
Content Glow
This vibrant orange symbolizes creativity, enthusiasm, warmth, and friendliness. It encourages communication and social interaction, making it perfect for a social media marketing brand focused on crafting 'engaging content' and 'building brand awareness.' It adds a joyful and approachable element to the sophisticated palette
Light Colour
Canvas White
This soft, warm off-white signifies cleanliness, purity, simplicity, and sophistication. It provides a calming, spacious backdrop, allowing other colours and content to stand out. It reinforces the brand's commitment to a 'seamless experience' and 'visual clarity,' suggesting a fresh start and organized, high-quality presentation
Dark Colour
Digital Slate
This deep, dark grey represents sophistication, power, elegance, and professionalism. It adds weight and authority to the palette, signifying the brand's 'higher end' market position and its 'high standards' and 'attention to detail.' It provides a strong contrast and a modern, sleek foundation for the brand's visual identity.
Text Colour
Graphite Detail
This solid, dark grey for text conveys professionalism, stability, and excellent readability. It offers a softer, less harsh alternative to pure black, reducing visual strain while maintaining superb contrast. It reinforces the brand's precision and 'meticulous' approach, ensuring clarity and an effortless reading experience in all communications
Colour Variations
The logo is designed to work well in multiple colours on lighter and darker backgrounds.
Vertical
The logo functions perfectly well in a vertical or stacked layout. This means that the logo will work well on vertical applications like smartphones, tablets and roll-up banners.
Horizontal
The logo is designed to be functional in a horizontal layout. This allows you to use the logo on horizontal applications like building signage, websites and stationery.
Profile Images
The logo is designed to fit inside a profile image that can typically be uploaded to social media platforms like Facebook, LinkedIn and Instagram.
Icons
The logo has icon variations that can be used as app icons, favicons or webclips.
