Tortus: My First Professional Logo

Tortus holds a special place in my heart because it was my first professional logo design from start to finish. It’s meaningful not only because it was for my first startup (you can read the birth story of Tortus here), but also because it marked a turning point in my confidence as a designer. Collaborating with my new business partners, Nick and Brendan, whom I had never met in person, added an extra layer of challenge to the process. While I was confident in developing our brand story and creating countless wireframes and designs for the software, I was nervous about designing the logo. It felt like the weight of the company’s identity rested on my shoulders, and I was determined to deliver something exceptional.

I approached the project like any other design challenge. Drawing inspiration from the Sprint: How to Solve Big Problems and Test New Ideas in Just Five Days playbook, I ran a quick branding workshop with Nick and Brendan to define our vision. We wanted Tortus to embody traits like humility, professionalism, confidence, empathy, and compassion. Once we landed on the name “Tortus,” I set out to design a logo that was neat, simple, clever, and versatile.

The Creative Process

The process was anything but straightforward. I spent countless late nights sketching on stacks of printer paper, experimenting with obvious ideas. I tried making the letter T resemble a tortoise. I tried fitting the word “Tortus” inside the shape of a tortoise. I tried creating abstract shapes that hinted at a tortoise. None of it felt right.

Then, one day, inspiration struck. The tortoise had been hidden in plain sight all along—in the letter R. By tilting my head 90 degrees, I could see the outline of a tortoise shell and an extended neck. It was a subtle, delightful discovery.

I refined the concept by selecting a bold font with the perfect R shape and making simple modifications to add “feet” to the letter, completing the tortoise silhouette. The result was a logo that remained legible while offering a clever hidden image that rewarded the viewer once discovered.

The Unveiling

When I presented the final logo to Nick and Brendan, their excitement was immediate. Seeing the company’s name paired with a meaningful, polished logo gave us the momentum we needed to push forward eagerly (and yes, impatiently—ironic, given the name). The energy between us was electric.

Reflections

Looking at the Tortus logo today, I know there’s always room for improvement, but I wouldn’t change a thing. It’s a reminder of my grit, ambition, and willingness to embrace challenges, even when they feel daunting. Tortus taught me that some of the best ideas aren’t found in the obvious—they’re hidden in plain sight, waiting to be discovered.