In April 2020, I joined Macro as their first employee. As the founding designer in a B2B SaaS startup, I generate design solutions that are practical, scalable and intentional.

In short, Macro is a tool for people to design and deploy custom operational processes without writing code. We believe employees should now be able to create custom software to solve their problems.

In early 2010s, tooling for designers were underrepresented. We didn't have a Figma or Sketch to visualize our ideas. In early 2020s, this is the case for Operations teams. Ops teams need a way to build and run their operational processes but there currently isn't a single tool that enable teams to do so in a simple, personal, and comprehensive way.

Macro reimagines checklists as the means to create, assign, track, and automate processes involving people and software. We want to deliver a tool that teams love using.

Logo and Brand

Designing the Macro logo was something I was super excited about. I went through a number of iterations to explore different concepts while synthesizing the co-founder's vision. I consider logos to be something deeply personal to founders, so I started my process by learning what Macro meant to them. Their story and the thought they had put into the company was referred througout my process. Each column below reflects an idea and each iteration informed the next design.

As Paul Rand once said, “The principal role of a logo is to identify, and simplicity is its means… Its effectiveness depends on distinctiveness, visibility, adaptability, memorability, universality, and timelessness.” This belief was stored in the back of my mind to assess whether the design has reached a certain threshold of quality.

The logo stands for what Macro—the company, product and team—aspires to become, not what it is today. The aspiration is to become an accessible pro tool that offers a more humane way for people to work with technology. In essence, we want people to focus on work that requires empathy.

With respect to this ideology, I believed the logo should look and feel modern, robust, and familiar. I believed these were qualities that reflected what an "accessible pro tool" would have. At last Avante Garde was used for the logotype, which is also used for the corporate logo of Adidas and is one of the main typefaces in Sony’s corporate marketing programs. The modernist typeface that is already used in various places helped convey a sense of boldness, progression, and profession.

The term macro is a programming concept that is like an algorithm or a set of actions that people can use or run multiple times. A macro helps automate repeating tasks by recording or storing input sequences like mouse strokes or keyboard presses. Once this input is stored, it makes up a macro which is open to any possible changes.

I intended the 'O' to reflect this concept while making it the visual element of recognition that gives the logotype a unique characteristic. The 'O' is also a parenthesis.