Northern Lights Advertising
Let’s Travel back in Time
Back in 2017, I had joined Northern Lights as a Junior Visualizer, my first full-time design job. It was a startup, and at the time I was the first & only employee.
On the left is the logo that was being used. And as you can guess, I was tasked with designing the brand identity.
The idea behind using the color spectrum in the existing logo was to portray that NL wasn’t limited to just a few things. As much as it made sense, I felt that wasn’t just it. So I undertook the journey of ideating & exploring various concepts.
Most of the explorations were based on the idea of the existing logo, hence the burst of colors. I then doubled down on refining this particular concept further since I believed it could be a really great logo for the agency; a mix of abstractness & fluidity..
Some more exploration and experimentation followed with the marks & typefaces, to arrive at the following.
Here are the primary colors along with a gradient take on the auroras.
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