Behind Facetune 2: Lightricks’ New Portrait Editing App
We sat down with Daniel Berkovitz, Product Manager of Facetune…
The Enlight logo is a clever, mythological figure whose beautiful, streamlined design embodies the essence of the app it represents. Ayelet Batist, Creative Director here at Lightricks, shares the evolution of the Enlight logo: from initial brainstorm, to the branding process, to the polished icon found on your iPhone today.
1. What is the meaning behind the Enlight icon?
The fox logo of Enlight is a Kitsune. The Kitsune is a Japanese mythological fox, famous for its innate cleverness and possession of magical powers. The wiser and more superior this fox gets, the more tails it will have.
2. How does it relate to Enlight, the app?
We created Enlight as a creative photo editor to empower aspiring artists and to encourage them to practice, grow and express their creativity. We felt that the clever, 3-tailed kitsune appropriately embodied these core values.
3. How did you & your team come up with the idea?
Back when we were brainstorming ideas, we understood there were several criteria the logo had to satisfy. First of all, we wanted a symbol that would convey the magic & mastery spirit of the app, that would be appealing, memorable and distinctive in a market full of photo apps. It was also imperative that the logo that could be extended to a wide branding system.
4. What other ideas did you consider?
We explored many interesting branding system ideas, from symbols of abstract shapes, visualizations of light phenomena, and light-producing animals (fireflies, for example). While experimenting with the magical aspect of light-producing animals, we took leap and considered the idea of magical animals. Pitching that idea to the company surprised me: when I saw how catchy, memorable and affection-inducing this was to people, I felt that it had wholeheartedly eclipsed the other ideas.
5. Can you describe the creative process?
Enlight’s branding was a novel experience. I wanted to include our entire Creative Team in the process. I formulated our branding guide based on the positioning agreed upon with our CMO and then strategically planned the creative collaboration. We worked individually, in pairs and in groups to sketch, create moodboards, pitch and vote for ideas. We pitched leading ideas to the entire company, learning from their feedback and adjusting our work.
We tested so many options for the fox’s character, body posture and visual style, finally focusing on a version that was friendly yet direct, moving calmly towards the viewer. Once we had our color theme and a solid idea of the desired visual style, I contacted a logo designer that I was a big fan of, Ivan Bobrov, to work with us on shaping and refining this symbol to give it its simplified final form.
6. How would you compare the Lightricks branding process compared to other startups or design agencies?
Personally, I don’t know of many startups that do in-house branding. Usually small startups employ the services of branding agencies (big or small, depending on their budget). While this offers the advantage of having professional brand designers at your service, those professionals are outsiders to the company’s culture and find it difficult to grasp the deep understanding of your vision and technology. At Lightricks, we have a super high awareness of our end goals and the success metrics of our apps and we believe the branding has to be practically formulated and evaluated. We derived different branding ideas from various aspects of the photo editing apps market, a niche we understand through and through. I could sense the impact of this approach throughout the design process.
7. What makes a mobile/iOS icon good, in your opinion?
For some time now, I’ve been fascinated with icons and symbols. The art of taking a complex message or vague idea and creating a new character or letter to convey it, fascinates me. There’s a bit of magic in it – when the right visual imagery is chosen, depicted with a precise minimalism, magic happens. Good icons are such that are easily cognitively “read” even when the symbol is novel and brand new to the observer.
8. Are there any logo trends that have caught your eye these days?
My favorite logo design trend for some time now has been the dynamic, or adaptive logo; creating a logo that can work in different variations, usually with some common “rules” that connect all variations, and creates a “family” of logos. Beyond being creative and interesting, dynamic logo design puts to the test the designer’s mastery of the guidelines mentioned above, since in these cases, they are more difficult to apply.
I’m excited about the direction logo design is heading. Today anything goes: super simplified ink marks, elaborated curvy letter decorations, full pictograms, mixtures of styles and inspirations. We’re in an era of visual liberalism and the celebration of variety, which makes our visual world rich and full of different flavors.
9. Anything else you’d like to share with us?
I’d like to give a special thanks to the talented team behind the Enlight icon: Joseph Betsalel, Ivan Bobrov, Tal Sznicer, Shai Semana, Gali Zorea.
Besides that, I can’t tell you too much, but we’re working hard on a whole slew of cool new products—each with its own logo. This time the challenge is to create branding that continues the vision of our existing products and fits in a wider scheme of our vision for future products. Exciting times!