Portfolio: Identity


Logo-icon for search serviceWeb 2.0

The Internet features a multitude of search engines, for instance, inconfinder.net, which gets you icons matching your query. It happened that we have been approached by the project’s creator Martin Leblanc, who requested a logo. Turbomilkers were extremely pleased by this range of events and zealously went straight to work.

As a rule, search engines have a simplistic and even minimalistic design, which makes a logo pretty mush the first and the foremost graphic object. We decided that it would make more sense to make a logo as an icon. But what metaphor to choose? How do we show an icon search? So we started sketching.

Sketch 1a

A bloodhound, a sheriff folder with a magnifying glass and an anteater (since icons are as small as ants) all competed for being the logo’s metaphor. Sounds crazy!? But we went even further!

Sketch 1b

A series of sketches with magnifying glasses. First comes a magnifying glass — the symbol of search. Icons are rather small as a rule, and magnification obviously comes in very handy. “This is it!” — we thought. But again we kept digging.

Sketch 2

Robots are what we need when we are talking about search and cooler logos. Thus, the metaphor covers three attributes of an icon search engine: a magnifying glass for search and a symbol of minuteness of icons, and a robot as a symbol of arrangement. We showed the icons to the client and Martin responded: “You know, guys, we like the robot idea very much also.” So what we had to do is to color the robot and add textures.


The picture became rather disturbing: as though an orange square with hands and legs (an icon) had been hiding for a long time and a giant robot has finally found it! Note the level of detail of the robot — it’s a pity that a lower resolution does not show all the gears and bolts.

Logo Iconfinder

Later we added the project’s name in a stylish but simple font. Everyone was happy!

Project participants

  • Denis Kortunov — Creative Director
  • Valeriy Namazov — Designer
  • Evgeniya Rodina — Illustrator

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