Torch App Visual Identity

An identity designed to support the launch of a mobile application

Project Overview

Torch is a completely new mobile application, unlike any other. As such, an uniquely recognizable mark needed to be created in able to support the goal of a nationwide rollout. However, due to potentially negative connotation with the word torch,  the logo design had to avoid an obvious lean toward flames or fire.

Like with most projects, I began the Torch logo design with research and a series of sketches - both analog and digital. To convey the app's innate mission to both provide safety and protection of the user's community, elements of each were explored. Using flashlight and map iconography were logical first steps in 

About the Client

Developed by Zeteky, Inc, Torch was designed to help members of the public report crime and suspicious activity anonymously, using their smartphone. The Torch app is available now in Miami, Florida for Android and iOS.

Project Roles

Art Direction & Design
Jeffrey Lewis

App Development
Russell Benzing

Copywriting 
Danielle Rhodes

Creative Direction
Remington Begg