One of the first (and most impactful) decision any company makes is branding. How you position yourself with name and logo are decisions that will have long-lasting reach and implications.
As I worked to set out on my own (PS, hire me!), I had to decide what to call the venture. Early on, I decided to use my own name in the venture. While a name that left my personal identity out of the business had significant appeal - I felt that no matter what I called it, I would constantly be explaining that I was "Don Day, owner of WhosieWhatisit." When people in the marketplace saw my name, they might not link it to my business -- and when they saw the business name they might not link it to me.
Being a former TV news producer, alliteration always speaks to me. Through serendipity - perhaps three of the words most associated with me all start with a D: my first name, my last name and the word digital.
With the simple, straightforward name decided - I worked to bring the identity to life.
I've always felt the sun is a great, simple way to illustrate my short English last name. This is actually the third time I've used that device in a logo. First was my website design venture with Aletia (Powers) Flaherty - with the name DayPower Media. Then, a prototype logo for the family business Day Realty.
This time, a simple approach: a symbolic sun. The icon also has the benefit of having a few other meanings and uses. The same or similar icon is used to denote brightness in many operating systems - which adds to the digital edge.
Many folks run my simple, two syllable name together... I answer to "Donday" almost as often as someone just calls me Don. I laid in the type as one word in all caps, but used color to delineate the two words. I then took this vertical axis and extended it into the sun icon above, with a warm orange and red theme.
As I completed work on the logo, it occurred to me to play with the fill in the circular sun. As I did this, the idea of halfing the circular sun and creating a quasi-hidden "D" in the white space was appealing. The "hidden meaning" idea is probably best executed by the FedEx "arrow" (which this is, of course, not on the same level as).
After some kerning tweaks and tweaking the font slightly in Illustrator - the brand for Don Day Digital was born: