The creative exploration for the Laravel identity stemmed from the following key concepts: building blocks, perspective, multi-dimensional, and elegant.

‍

From these concepts grew a system of three-dimensional building blocks, a modern evolution of the original perspective L mark that Laravel users had come to know and love. Our team then crafted a visual language comprised of modern 3D renders. This made for a more tangible approach when paired with the simplistic linework of the logomark. In addition, a vibrant secondary color palette was introduced to inject a sense of personality and fun while counterbalancing the primary red.

‍

Infinite expression: With a large framework like Laravel, it was vital for us to create a design language that would scale. The building block concept paved the way for infinite letterforms and visual arrangements, all of which serve the creation of future assets/storytelling.

We crafted the logotype to work alongside the building block foundation. Its simple geometric nature makes for the perfect counterpart to the weight and construction of the brand mark.

A brand really comes to life when it feels tangible. The building block and multi-dimensional aspects of the new Laravel brand lent itself to our 3D and animation talents. Below is our early exploration (left) and final output (right & bottom).

Before getting lost in the nuances of final design, the team finalized wireframes and honed in on the visual design of base elements within the UI kit. This helped capture the content strategy and organize the foundation of the website first.

‍

The website needed to serve as a platform to display the bold new brand elements while at the same time ensuring written content was front and center. The final site design did just that. The abundant use of white space allowed for the injection of numerous brand elements, all while creating the desired hierarchy for the content.