The name Tool Pool came to me early and just felt right: let’s pool our tools so we can all use them and save money collectively. I like the rhyme, and it lends itself to various logo ideas.

The name is also something that most people (even internationally!) are likely to understand right away, and would know how to spell – obviously important if I want them to type it into a web browser.

I have not spent time on a logo yet, on purpose. I want to focus on functionality first; good looks can be added later. Same goes for the color scheme which presently just serves the purpose of being there. But even so, I started to use the double pipe character || as a design element that can be used in many places. You can see it in the textual “logo”, in the navigation where I use it as separators, and who knows what else.

Those two lines can be used as design elements in many contexts, even in various media. Even as audio, like the five dings in the T-Mobile ads – but let’s not get ahead of myself here.

Apart from the logo, there are a million other aspects, of course. I am thinking about markets, niches, user groups, critical mass, responses to typical criticism, and so much more.

It will be a good while before any of that becomes relevant. First I need to create the product! I choose to delay working on presentation until I have something presentable.