Kaligo (Brilliant Basics) June 2014
Branding / Logo / Web Design
Kaligo is a travel and loyalty startup focused on simplifying the experience of booking flights and hotels. I worked with them over 3 days to produce a brand identity, logo and responsive web design.
The name 'Kaligo' was chosen as a reference to Caligo Martia — a type of butterfly. The client wanted a symbol that linked back to the airline and travel industry, including connotations of taking flight and climbing or ascending. I designed 8 different logo marks, representing a myriad of themes such as growth, flight and travel. The first logo concept rotated the shape of two aircraft tail fins to form a butterfly. Other logos experimented with the profile of a mountain — representing ascension and growing loyalty points.
The Kaligo Butterfly
The chosen logo design is a butterfly formed from map markers and rotated to suggest taking flight and ascension.
The client requested a bespoke loading spinner to be displayed when a user submits a travel search. The brief was to create a short loop whereby the map marker animates into the Kaligo logo. The result was a seamless 1 second loop, created by animating keyframes in After Effects and rendered as either a PNG sequence or a GIF file.