Branding for a mobile operating system – Part II

Finding a concept from a non-existent word is like finding a lost cat that may or may not exist. You don’t know what you are looking for. You don’t even know IF you are looking for something.


The last exercise we did for Cube26, had left us going ‘ouch’, but we were still excited to give their branding another go.

We received the new brief and first thing we did was Google the new name that had been chosen for the brand: Reos.

Google said – nope, not a real word.

Atleast not in English.

Luckily, Cube26 already had a direction they wanted us to take and asked us to work with ideas around basic inventions that changed the world along with concepts that could be derived from the prefix ‘Re’.

To make sense of all the information (or the lack thereof) we took the biggest sheet of paper we could find and wrote ‘Reos’ in the centre of it. Then we started talking, reading, researching and collecting all the relevant ideas and linked them to ‘Reos’, Inventions and ‘Re’. After we had analyzed the best options out of them we took them along with us for the next meeting. They liked a few Ideas and were not quite satisfied with the others. They asked us to explore a few more possibilities before we moved forward.


So we went back took the next biggest sheet of paper we could find, wrote Reos in the centre and started researching. We took the results back to the clients and got the same response.

So we went back and you get the idea. This happened a few times until the rest of the office got involved with the madness.

Though Mutant was overlooking the entire project, it was time he got his hands dirty. He looked at the ideas that we were working on and came up with a few concepts based on them. As predicted, the clients looked at the concepts and found one that caught their attention.
(Sometimes I really wish that Calvin’s Duplicator box were real.)

This was a concept based the rebirth symbol that we (mistakenly) thought was an old renaissance symbol.

REnaissance – get it?


They team was unanimously keen on the idea and we were finally ready to move to the next step.

Except – once we got back and started researching the symbol further, we soon found out it was more recent than we had initially thought. This ‘renaissance’ symbol was only a few years old, rather than a few centuries. The symbol was Michelangelo Pistoletto’s ‘The Third Paradise’ and even though its meaning communicated exactly what we wanted Reos’s logo to stand for, awareness of IP rights left us unsure as to whether we could or should use it.

We passed on this information to the clients and asked them to let us know how to approach this further. They didn’t let technicalities deter them and a week later, after their lawyers had finished deliberating, we got a good to go on the use of the Third Paradise symbol as the logo for Reos.


Over the next few weeks we created a slew of variations of the logo trying to be distinct while respecting the original symbol. Once again, after a lengthy elimination process, we came to a conclusion that both sides felt looked the best. Even though we were experimenting with colors, it was the white on black sample of the final logo that became the face of the new brand.

We were very happy with the results and look forward to seeing the Reos brand on our screens and shelves.



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