How a refined logo and brand system help position a startup for trust and growth.
Branding, Logo Redesign, Visual Identity, Brand Guidelines

The Brief

DONE TODAY is a mission-driven startup and a community-oriented platform that connects college students with local residents to help with everyday tasks. By fostering intergenerational collaboration, it empowers students to gain real-world experience while supporting their communities in meaningful ways.
Following early success and market validation, DONE TODAY needed a logo redesign to match its growth. The new design would need to convey trust, professionalism, and clarity, without losing the warmth of its mission.

Solution: Aligning Design with Mission

The redesign focused on refining the logo while preserving its core idea, ensuring it would communicate both approachability and reliability. The cap and tassel establish the demographics involved, and the sans serif warm green font suggests community and proximity tasks such as gardening.
Key objectives:
• Improve visual balance and legibility through simplification and optimization
• Convey trust, energy, and a sense of purpose
• Elevate the design while staying true to the platform’s community focus
I designed a cleaner, more balanced version of the logo, aiming to make it feel more executive while still approachable. The redesign supports DONE TODAY’s positioning as an impact-driven platform that builds connections across generations in a clean and sustainable manner.

Design

After a meeting with the founder and CEO, and reviewing the existing branding assets, I could sense that while the main elements were present, the visual needed to be simplified to get aligned with the mission.

1. Logo Redesign

The new logo retains the brand’s original spirit but improves clarity and visual harmony. Typography, color, and form were refined to deliver a recognizable, balanced, and efficient design that works across digital and print material.

2. Brand Identity Guidelines

To support the new logo, I developed a concise and practical visual identity guide that covers:
• Typeface and colors used for the logo
• Clear rules for logo spacing
• Usage examples in various backgrounds
The guidelines provide a strong foundation for maintaining visual consistency as the platform grows.

Result

The refreshed logo and identity system gave DONE TODAY a more professional and credible brand presence, supporting its outreach to new partners, student users, and community stakeholders. The updated design clearly communicates the platform’s mission and values, helping it stand out in a growing field of service-oriented startups.