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nomON Logo

January 26th, 2013

nomOn is a Seattle based startup born out of the University of Washington’s business plan competition. I was contacted in the 11th hour to quickly come up with a logo by the following morning.

nomOn’s product is a mobile food ordering app for people who can’t make up their minds. Built on top of seamless’s large food delivery infrastructure, the app lets you spend $15, $20, or $25 dollars and a random dish from a random restaurant will be delivered to your doorstep.

There were two key symbols for this project that needed to be incorporated: the randomness of ordering, and food. Symbol list time!

Random
  1. Dice
  2. Roulette wheel
  3. Question mark
  4. Shuffle icon
Food
  1. Pizza (could play well with the roulette wheel)
  2. Tableware
  3. Plates
  4. Mouths

From this list I was most intrigued by the shuffle icon. It’s strongly representative of the digital age and mobile platforms. Here is the shuffle symbol for those of you who haven’t looked at iTunes or Spotify recently.

So with my random element, I needed a way to merge in a food symbol...

The fork and the spoon conveniently have a very similar shape to our arrows. With my limited time running out, I shuffled the spoon and the fork and set it in red. Here is the final logo:

Is it perfect? No, definitely not. The type and logo mark ratios feel off and the font weight it not suitable but that’s for fixing later.

Update: nomOn went the way of most tech start-ups and is no longer active.