Knowledge Graph Logo Family Challenge

Welcome to the “Knowledge Graph Logo Family, Design Challenge.” In this challenge, we are looking for the design community to help create a family of eye-catching, coordinating logos for three related Data Analysis products: Knowledge Graph; DeepLink; and KG Layers.

The logo family you create will be used to represent products for the company’s data analysis program. They will help identify and showcase the products in various environments. For example: Web portals, PowerPoint presentations, Email communications, company newsletters, etc.

Note: If you create multiple design concepts, please create individual submissions.

Round 1

Initial design for a Checkpoint Feedback:
1. Initial concepts for a set of the three logos
2. Any notes you wish to share with the client

Round 2

Final Design plus Checkpoint Updates:
1. Final presentation of the logo family, with checkpoint feedback implemented
2. Any notes you wish to share with the client

BACKGROUND OVERVIEW
The logos created in this challenge will be used to represent three related products that are part of the overall Data Analytics Platform (DAP). They are: “Knowledge Graph” and “DeepLink“ are the two related models; and “KG Layers” is the associated tool.

• Knowledge Graph is a model of biological knowledge that links related concepts across the clinical development pipeline, such as genes, proteins, disease, compounds, pathways, etc.
• DeepLink is an advanced deep-learning model that makes predictions of biological relationships between genes, diseases, compounds, pathways, etc. using the information from Knowledge Graph.
  • Deep-learning is a class of machine learning algorithms that uses multiple layers to progressively extract higher-level features from the raw input.
• KG Layers is a tool that uses the results of the Knowledge Graph & DeepLink analyses and overlays them on user-inputted lists of genes. This helps users identify key novel predictions and develop hypotheses more easily

The products can be considered as follows in a hierarchy (Please see "reference & assets" in challenge assets):

• Decision Informatics >
  • Knowledge Graph / DeepLink >
    • KG Layers

We recommend thinking of Knowledge Graph and DeepLink as related but distinct items. For example, consider Google’s family of icons: Gmail, Calendar, Drive, etc. (Please see "reference & assets" in challenge assets).

AUDIENCE
The audience will be researchers, data scientists, clinical scientists, and non-data scientists who are looking for insights into biological data.

DESIGN CONSIDERATIONS
Concept, composition, and simplicity will be taken into serious consideration in the selection process (see judging criteria below). Most great logos share some characteristics; they are clean, simple, and easy to remember. The winning logo will be used in various environments. For example: web portal, PowerPoint presentations, Email communications, newsletters.

Regarding style, we are looking for something futuristic. Consider themes around Artificial Intelligence (AI), Data Science, insights, medical, saving lives, biology, networks, etc. We recommend looking up what a knowledge graph is for additional context.

• Positive Impressions: Logos should convey a professional feeling. We prefer designs that are simple, easy to remember, and recognize, contemporary.
• Negative Impressions: Logos should not be flowery, overdone, childish, unprofessional. Nothing that could possibly be associated with Comic Sans.
• The logo should encapsulate the message of the subject within three seconds of the first glimpse.

REQUIREMENTS
Your logo family must follow these requirements:

• Three logos that work together as a family. Product names are:
  • Knowledge Graph
  • DeepLink
  • KG Layers
• Each of the three complete logos must consist of a distinct icon and the name of each product/tool. The icon will be used both with the typography and as a standalone icon. Takeaway: the icon must be able to be separated from the product name in your design.
• Logos should work as displayed on both light and dark backgrounds.
• Logos should be effective in a variety of sizes, large and small.
• Logos must be created as VECTOR artwork so they can be resized without a loss of quality.
• Provide an outlined version of your logo and typography.
• Submit logo options in Full Color (show them in black and white backgrounds) and in Black & White versions.
• Final submissions should be provided in the format of eps, png, and tif. We will need one transparent, one white, and one black background.
• Describe the idea behind your design process as a text file/notes in your submission.

BRANDING GUIDELINES

• Fonts: Please use a font that is similar to “Karbon” in your designs. (We have shared the font in the challenge assets)
• Palette: We have provided a sample of the colors to be used; please follow the palette. (please see "DAP color palette.png" in challenge assets)

DESIGN INSPIRATION
Explore some logo design inspiration websites, look for simple images or typography that convey a sense of discovery, illumination, integration, and ideas. A good logo should be simple, distinctive, relevant, memorable, timeless, and versatile – and, most importantly, your own design.

We have provided designs that the team has previously used to illustrate the tool.
NOTE: DO NOT COPY THESE OLD LOGO ELEMENTS. They should be used as inspiration only, as team members are not design professionals. :) (Please see "reference & assets" in challenge assets)

When thinking about the products/tools, here are some suggestions that could be a potential inspiration:

• Knowledge Graph: Integration, bridging together silos, bringing together things never seen together before
• DeepLink: Predictions, discovery; one idea: nodes and edges that create a mountain range, with sunrise coming up behind them; a sense of eureka, inspiration
• KG Layers: see the assets document for a visual reference

Use these references to see more examples of great logos:

• https://1stwebdesigner.com/logo-design-tips/
• https://www.awwwards.com/99-creative-logo-designs-for-inspiration.html
• https://www.logolounge.com/trend-reports
• https://digitalsynopsis.com/design/logo-design-trends-2020/

 

JUDGING CRITERIA
Your submission will be judged on the following criteria:

• Relevance:  How does your logo "fit" the products?
• Quality: Does your logo look fresh, professional, and clean? Is the composition/layout well done? Have you used typography in a meaningful way?
• Concept: Does your logo present a new and interesting concept? Is it simple, yet memorable?
• Cohesion: do the three logos look interrelated like they belong to the same family of tools/products?

SUBMISSION & SOURCE FILES
For submission you have to upload a zip file that contains the following 4 files:

Preview Image
Create a preview image as one (1) 1024px by 1024px JPG or PNG file in RGB color mode at 72dpi and place a screenshot of your submission within it.

Submission File     
Export a JPG/PNG image file(s) of your submission
Place these files into a "Submission.zip" file.

Source Files
All source files of all graphics created in vector format in either Adobe Illustrator or any similar software should be saved as editable files. Place all of your source files into a "Source.zip" file.
Your source files must meet these requirements:
1) The AI/EPS logo file with text intact (not outlined).
2) The AI/EPS logo file with text in an outlined format.

declarations.txt 
All your declarations and notes. This file must contain your notes if any, fonts, and stock art declarations.

FINAL FIXES
If your submission wins, you may be asked to modify your design, graphics (sizes or colors) or modify overall colors.

Stock Photography
Stock photography is not allowed in this challenge. All submitted elements must be designed solely by you.