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I designed the logo for local San Francisco start up Plancast.

Like the users of Plancast, penguins follow their friends around all over the place. Whether it’s to go swimming, or marching, penguins are always following each other around and making penguin plans.

The idea is that the logo is not one specific pose of the penguin, but rather the penguin character as a whole. Whatever he happens to be doing at any given time is the logo at that moment. You will always be able to recognize him as the Plancast Penguin, but he is always up to something new. He’s got big plans after all.

I wrote a detailed process post of the logo development over on ISO50.