Logo for iconic Web 2.0 company 37signals.
Jason Fried, founder of 37signals, asked me to design a logo for his business. At the time Jason’s business was called Spinfree and I proceeded to work on ideas loosely connected to the letters S & F. A fascination with metaballs led me to an idea I quite liked. Not only did it abstractly have the S & F, but could also be interpreted as J & F (Jason’s initials). Jason liked it as well. A couple months later Jason called me sad to say they had started a new company rendering the logo obsolete. After a description of the new company I looked at the logo and could see another aspect. Rotating the logo 90 degrees counter clockwise created an abstract figure with a hand in the air, almost as if to say “hello”. I affectionately called the logo “manlogo” and pitched it back to Jason. Jason and his partner Carlos worked the logo into their identity and the 37signals brand was born.
I was only responsible for the logo. Carlos Segura designed the logotype and the rest of the identity.
37signals / Jason Fried