The Turnip brand

Project description

Building the Turnip brand, one pixel, one feeling at a time. 💜 As a founding member at Turnip, I had this rare opportunity 5 years ago of building Turnip’s brand experience from scratch. From day one, I knew Turnip cannot be just another app. It had to feel different. Playful yet sharp. Familiar yet bold. The Turnip logo had to be more than just a mark. We wanted it to be the kind of icon you remember, because it has a face, a vibe, a personality. And crafting that wasn’t luck. I remember studying every law of brand design I could find, read books like “Designing Brand Identity” to “Logo Modernism” and dig deeper into the psychology and emotion of branding. Took cues from wizards like Alex Schleifer, Aryel Cianflone, Johnson Banks Design and more who crafted brands like Airbnb, Discord, Duolingo, Notion and each one of them reminded me that great logos are never just pretty. They’re sticky. They stand for something. They lead. We didn’t stop at a logo. We built an entire universe with avatars, merch, app icons, in-product moments, all consistent, all intentional. all Turnip. And the most satisfying part? Seeing our users wear Turnip on their profiles, their badges, their identities. ...our brand is ever evolving and more so lately with inclusion of AI. This has been close to my heart as a designer and always will be. More on it soon. So if you’re a designer or a founder out there building a brand, remember that your logo isn’t your brand. But done right, it can become the soul of it. #BrandDesign #ProductDesign #Turnip #BrandBuilding #DesignLeadership #startups