The Curb design team is excited to launch the new Curb brand, and we jumped at the chance to walk through the concept process behind Curb via our new blog!
After working to determine the best name for our new brand, we began the process of logo design. We looked at research and feedback from focus groups to create a list of attributes we wanted our brand to convey. This list included the balanced motion of waves, the grid-work of city and urban planning, and the foundation of vehicles and forward motion.
We looked further into the images we were pulling for inspiration, and landed on the idea of the urban landscape. Using the unity of the circle and curves found in cityscapes, we discovered a way to incorporate the letters that make up “curb.”
Having the ‘u’ and ‘r’ of Curb sharing a line brings together the concept of the city grid with its overlapping highways and connected city streets. Having the curve of the ‘u’ and top of the ‘r’ not touching the center point also illustrates an actual curb and street.
We combined the logo with connected grid lines to create a map-like background for our app icon. The green color used in the logo and brand materials is a mix of selective colors sampled from images we pulled for inspiration. Green symbolizes tranquility, health, life, and renewal. We believe our color choice gives our brand a clean, modern look setting us apart from competitors in the field that use taxi yellow and black.
The final logo is the result of a lot of collaboration and multitudes of sketches. Our design team is so happy to release our final result to the world, and see how it continues to shape our new brand!