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Junfo was a startup search engine mashup technology. It was designed to scrape other resources and return the results in a way that made sense. First off we needed a logo and we wanted something that said global returns but at the same time avoided looking to techy.  Technology is very scary for the end-user and the interface was to be so intuitive that the technology would be transparent; also the key markers of the brand were friendly, useful and comprehensive.
Design:
As said previously we wanted something nice and warm to be the first image the user was met with. This concept is similar the a smiling face of a greater at stores such as Walmart. The purpose of this person is to initially make people feel comfortable and at home in a foreign environment. Just like stores like Walmart they can seem daunting at first and to have a friendly face is on a subconscious level very helpful.
Junfo faced the same issue because it was new and did things a little different. It also involved searching the internet and returning a large number of results in many sections that would be extremely scary to a new user.
I used the concept of home (earth) and southing blues and pleasant greens and browns to convey this message a nice friendly brand.  Also a playful font that talked about web searching as an artform made people want to get creative and learn the interface to personalize their experience.
Conclusion:
The site brand was well received by the other founders but unfortunately due to the nature of the economy at the time it was very difficult to acquire start up funding and the site never went into full production.