Cr
Three routes for Crewly
Our sample HR tech brand, Crewly, makes payroll and attendance for 50 to 500 person firms. Here are three directions a designer, or Astitva, would explore.
Crewly
Route 1 · Wordmark
The name is the logo
A clear wordmark that sits on payslips and offer letters.
Cr
Route 2 · Monogram
Built for the app icon
A rounded monogram for the app and notifications.
Crewly
Route 3 · Symbol and name
A mark that means something
A simple symbol that suggests a team, kept abstract.
The typeface does most of the work
A friendly, precise sans balances warmth for employees with accuracy for finance. Crewly uses Figtree.
CrewlyWebsite header
CrewlyPitch deck footer
CrewlyEmail signature
Cr
App iconCr
32 pxC
FaviconThe size test: a logo that only works big is not finished.
The background test
Your logo will sit on photos, dark screens and printed paper. Check every combination before you commit.
Crewly
Crewly
Crewly
Crewly
Skip the HR tech clichés
Customers have seen these on every competitor. They make a new brand look borrowed.
Groups of stick figuresHandshakesBriefcases and ties
What works in HR tech
- A logo that looks right on a payslip PDF
- A mark that is friendly without looking childish
Brand feel to aim for
HR software is a sea of corporate blue and stock photo smiles.
HumanDependableClear
Test
Put the logo at the top of a real payslip and an offer letter. HR brands live in those documents.
From brief to logo in four steps
Write the strategy
Positioning, audience and voice decide what the logo must say.
Explore three routes
Wordmark, monogram and symbol. Compare them side by side.
Run the tests
Small sizes, backgrounds and the real places customers see it.
Lock the rules
Clear space, minimum size and colours, written in a brand book.
Questions
What type of logo is best for an HR tech startup?
Most early HR tech startups do best with a wordmark, because people learn the name faster. Add a monogram for the app icon and a symbol only when it says something specific.
Which logo ideas should an HR tech startup avoid?
The category clichés: groups of stick figures, handshakes, briefcases and ties. They make you look like everyone else.
How do I test a logo before using it?
Put the logo at the top of a real payslip and an offer letter. HR brands live in those documents.
Can Astitva design my logo?
Yes. Astitva writes your brand strategy from a short brief, then draws three custom wordmark routes. You pick one and get it finished with usage rules. New accounts get 50 free credits.
Get three logo routes for your startup
Astitva writes your brand strategy, draws three custom wordmark routes, and finishes the one you choose with usage rules and a brand book.
Start free with 50 credits