When effy was a young idea setting out in the world, we decided on the branding at a stage when we had not truly understood the market’s biggest pain point. Since creating our brand, we have been asked countless times what the meaning behind effy is. So we decided to put you out of your misery and give you a history, and view into the future, of our name and logo.
Firstly, what on earth does effy mean? This has been the subject of many people’s curiosity. Some like it… others have asked us “What does it mean and when can you change it?” We didn’t want to attach ourselves to any synonym for a ‘roster’, as there are just too many of them: roster, rota, schedule… The words effective, efficient, effortless are the root of our name. These are also the goals of what we want the user to experience. The image, fingers snapping with a spark, was chosen to illustrate that, with effy, a roster would be created in a flash.
As we are progressing with our development of effy, getting feedback from beta customers, from the market, and from the mentors in Startup Next, New Frontiers, Accenture etc., we have matured somewhat and come to the conclusion that effy deserves a more fitting logo. A more effective, efficient and effortless logo…
In creating our new logo, we took a similar viewpoint to that we take when creating the product itself: talking to anyone who will listen. We were recommended squarespace, which is a cool website to help develop logos. It was a great starting point, being able to type in words that we felt represented what we wanted effy to be, and to see a number of icons which illustrate the word. This is great as it not only sparks ideas, but it also focuses you on choosing something which will create the right perception in the mind of someone who sees your logo… Looking back on our original logo with this mind set makes me think we could have been magicians.
Once we had an idea of the kind of icons we liked, we went offline and started to create some logos. There were multiple versions. We got opinions on these from familiar faces in the BOI Startup space where we work. Special shout out to Gene Murphy on this for having a really great creative eye!
The next step was to choose colours. There is a lot of psychology behind branding colours: what they represent and the effect they have the viewers perception. We like orange as it represents a friendly, cheerful, confident brand. This reflects Owen and myself and the vibes we bring to effy. After researching other colours, we decided to integrate blue as it is associated with productivity and trust in a brand. That being said, we also tested some other colours such as green and purple.
Then we went back to consult those around us with 4 which we considered strong potentials, which was cut down to 2. Once we had that, we decided to use social media to choose our final brand.
So here are the 2 finalists in the running to be effy’s brand! Which would you choose?