Logo Development for NeuroRoutes

As part of my MA Graphic Design project NeuroRoutes: For Minds That Map Differently, I developed a series of logo explorations to reflect the brand’s mission — offering humorous, practical navigation tools for neurodivergent individuals, particularly those with dyslexia.

Conceptual Approach

The logo series aims to visualise the project’s core ideas of navigation, neurodiversity, and playful subversion of traditional travel wayfinding. The brand’s name, NeuroRoutes, suggests both the physical act of finding one’s way and the mental pathways shaped by neurodiversity. I explored this duality through typography, abstracted route lines, and transport iconography.

Each logo variation plays with a different interpretation of mapping:

• Top left (favourite): This version uses a clean typographic layout with a curved tagline, subtly evoking the idea of alternative routes or mental pathways without being too literal. The simplicity and elegance of this logo reflect accessibility and professionalism, while the curve hints at a more empathetic approach to navigation.
• Top middle: A literal representation of a train entering a tunnel reinforces the idea of travel, grounding the brand in the London Underground context. The circular emblem suggests unity and motion but leans slightly more corporate.
• Top right: A playful, tangled route line above the wordmark visualises the non-linear experience of navigating public transport with dyslexia. It introduces a sense of personality, confusion, and motion, reinforcing the idea that neurodivergent thinking is both complex and creative.
• Bottom left: Similar to the first design but with the tagline forming a full semi-circle — this version feels dynamic but still retains a clean, structured presence.
• Bottom middle: A visual mimicry of a tube map node system, offering a literal yet recognisable reference to transport design, while supporting the idea of multiple routes and choices.
• Bottom right: A more retro, vinyl-inspired look that nods to cultural nostalgia. The tunnel and silhouette evoke 1970s travel design, but it might feel less relevant for the modern, inclusive tone of the brand.

Design Choices

• Typeface: A classic serif font was chosen to offer clarity, warmth, and trustworthiness — often missing in high-contrast, sans-serif transit systems. The choice reflects the project’s mission to slow things down and make travel less intimidating.
• Monochrome palette: Keeping the logos black-and-white at this stage allowed me to focus on form, legibility, and balance. It also nods to tactile, printed ephemera like zines and tube maps, aligning with the hand-crafted feel of the Surviving the Underground kit.

Reflection

The first logo is my preferred option. It communicates both clarity and quirkiness with subtlety. The arcing tagline provides movement and reinforces the idea of minds that map differently without relying on illustrative metaphors. I believe this version offers the most flexibility across digital and physical applications — from motion graphics to merchandise and signage.