LOGO DESIGN + BRANDING
VITS DESIGN PROJECT BRIEF
Design Presentation
The design from Valley Income Tax Services came from considering the needs of the client and tying it in with it's community. The colors green and red-orange were given. The decision was made to make a quasi-abstract logo from the "V" and to use the theme of 6 as 6 is the number of mountain ranges that make up the valley.
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Deliverables
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1 brand logo
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1 name brand treatment
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Workfiles and several file types/sizes
LOGO + BRAND DESIGN
Final Design
Comparing logos in the industry and the letters in VITS, we chose to use the "V" as the design lended itself to a unique look and fonts could offer abstract variations. From 10 variations we landed on what you see here. The client wanted something modern, accessible and that sturdy.
There are 6 mountain ranges that create the valley. Naturally, the hexagon was the perfect shape to symbolize that. We rounded the edges slightly to give it the modern look you see in today's tech logos.
BRAND COLORS
The colors green and red-orange were to be included in the branding. In order to make certain details pop, but still maintain a professional and sturdy look we included the desaturated colors to the palette.
TYPOGRAPHY
The typography is sans-serif to keep a modern aesthetic and several fonts were tested in order to ensure legibility on smaller screens. We utilized the weight of each typeface to distinguish each component.
CUSTOM TEXTURE PATTERN
A custom pattern was delivered to the client in order to help maintain branding across all mediums utilizing the logo's hexagon shape.
MOCK-UPS
In order to demonstrate to the client how these branding identity elements could be put into action we put together some ideas for products and interfaces we believed their company would gear towards.
BRAND IDENTITY DEVELOPMENT
The process of discovering how the brand is communicated visually is one with many iterations and considerations. The following content is intended to show the range of decisions that were taken to produce the VITS brand identity
INDUSTRY RESEARCH
It is important to research the approaches in design across the industry, because this company will stand against it's competitors and it's necessary that it's branding shines without alienating it's demographic in that certain industry.
INITIAL SKETCHES
In discovering the logo we investigated relationships between the letterforms and how they relate to the company itself. We examined mountain imagery as well as a box representing different packages and thought about how that may be used in commercials or logo animations. It is worth mentioning that the box also contains 6 sides which is the amount of mountain ranges that make up the valley according to Wikipedia at the time of this project.
Experimentation allows doors to be opened, but can also serve an indicator how far one can go before it stops relating to the brand.
EXPLORING TYPOGRAPHY
The idea was to produce a modern look, but having differing typefaces also helps to compare and contrast the tone and aesthetic of a brand. Sometimes in context the way we perceive design changes. An "out dated" typeface can look edgy.
PRELIMINARY LOGO TREATMENTS
Once there was an approach several designed logo-treatments were developed. Designs investigated letter marks, abstract logos, and emblems.
ACTIVATING COLORS
Along with symbols colors also carry a lot of connotation with them. As with most things with design context may introduce new meanings and associations.
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The colors were given to us from the start, but there is also a wide range of possibilities within a single category of color. What tone and saturation instills confidence? Red is a powerful color, how much of it throws off the balance so that it becomes unbalanced? Questions like this were investigated while determining the color palette and which were primary, secondary and tertiary.
PRELIMINARY MOCK-UPS
Even at the development stage mock-ups helps compare and contrast one design decision from another.
