I compiled the research into a keynote and presented them to Tyler and Jonathan. We walked through each board and had conversations about what we liked or didn’t like about each image.

It turned out to be a great way to get feedback as I took quick and rough notes to integrate their opinions. Some of the feedback was, “I like the juxtaposition between the wordmark and logomark”, or “I like the friendliness but don’t think it’s the right direction”.

Through a process of elimination, we were able to condense our findings into a final moodboard. This moodboard was meant to visually represent the six personality traits and would be used as a guide moving forward.

Final moodboard

II. Iteration

Logomark

Once we settled on a moodboard, I began sketching early concepts in my notebook and then in Illustrator to quickly iterate. These explorations were rough and sketchy and I tried to explore as many options as possible.

Select marks

Over the course of several months, we ended up exploring over 100 marks.

Some of the marks were house-related and very literal. Others were more abstract. Many of these marks were variations of the ‘R’ or ‘RP’ monogram.

The evolution of the Spotlight

Wordmark

While simultaneously exploring options for the logomark, we were also answering questions about the wordmark. One of the first questions was whether the logo should be uppercase, lowercase, or sentence case.

Select wordmark explorations

For the more promising marks, we began exploring early brand systems that would go with them. What if we had a iconography system of unique doorways that could be placed next to each other in a neighborhood pattern? Or, What if it was all about one door— the door— to your next apartment? Or, What if the logo grew and shrank in size, similar to room layouts?