Overview
Creating the visual identity for CampoSocial, a social networking platform designed for university campus communities. The logo needed to feel youthful and connected while standing out in the crowded social app landscape.
The Challenge
Social networking is one of the most competitive spaces in design. Every social platform has a logo, and most follow predictable patterns. CampoSocial needed to feel different—campus-specific without being exclusionary, social without being generic.
The name 'Campo' (field/campus in various languages) provided interesting conceptual territory to explore.
Initial Concepts
Early exploration focused on the interplay between 'campo' (field/space) and 'social' (connection/community). I sketched concepts ranging from abstract geometric forms to more literal representations of gathering spaces.
Refinement
The refinement process focused on achieving the right balance of playfulness and professionalism. A campus social network serves serious purposes—study groups, event coordination, community building—even when the interactions themselves are casual.
Color selection was crucial. We needed something energetic but not aggressive, distinguishable but not jarring against the variety of content that would appear in the app.
Final Identity
Reflection
This project reinforced that constraints breed creativity. Designing for 'social' is difficult precisely because it's so broad. By anchoring in the specific context—campus life, student communities—the design direction became much clearer. The final logo feels like it belongs to this particular community, not just any social network.