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Three partners that are well established and accomplished architects originally established Envision Design Corporation. The brief was to create a brandmark for Envision that reflects their design philosophy, capabilities and experience.
They specialise in conceptualising themes for large projects such as casinos, hotels, shopping malls and housing developments.
The partners are known for their out-of the-box thinking and wanted this to be carried through in the brandmark and brand identity.
Brand Symbol
Envision Design Corporation was registered as a close corporation by the client prior to the brandmark creation and as per the client brief had to be used as the brandname.
The three partners are represented by the three bars, each different in tonal value reflecting the individual character of each partner. It also forms the shaft of a pencil when the stylized graphic wood and graphite elements were added to the bottom.
The pencil is also representative of the partnership’s creativity and speciality, that of conceptualising themes for large projects.
The pencil was rotated through 180 degrees and placed on a pedestal, a common architectural element.
A capital E representing the brandname Envision was placed over the pencil. This was further stylized to retain only the three horizontal strokes.
These elements were then skewed to add movement and further effects were added to obtain a three dimensional look and feel.
The spiraling elements were progressively reduced in height and the topmost element extended to end at the tip of the pencil.
The result is an intriguing three-dimensional architectural symbol that resembles an imposing building with a staircase wrapped around it ending at the pinacle.
Typography
Techno, a condensed font, was chosen as the primary font and will be used for the brandname, headlines and where emphasis is needed such as names on business cards.
Trebuchet MS was chosen as the secondary font. It has been released with the Microsoft Windows operating system since 2000 and was named after a medieval siege engine by its designer Vincent Connare who thought it would be a great name for a font that launches words across the Internet. It will be used for body copy and all other text.
Using the primary font, Envision Design Corporation was set with generous optical kearning and the type (condensed in its original form) was extended to make it more legible.
Slogan
You need to distil your war cry into one sentence (preferably in no more than the ideal maximum of seven words) what your brand is about and why your product or service offering is unique and better than that of your competitors.
The Envision partners’ service offering of creative talent coupled with extensive experience are aptly expressed in the slogan “Liberating your space with flair and care”.
The brand descriptor "Architects and Interior Designers” is a concise summary of the company’s services. When viewed with the complete brandmark a prospective client should know exactly what the company sells.
Ideal Visual Format
The Greeks said that all beauty is mathematics and there is a number that can describe visual beauty: phi that is also expressed as the proportion 1:1,618.
Humankind uses this same proportion to achieve balance, harmony and beauty in creations of art, architecture, colours, design, composition, space and even music.
The pedestal that forms a base for the brand symbol was extended to form a horizon. The brandname and descriptor was arranged above and below this horizon with the brand slogan placed below that to create the ideal format.
For a more dramatic effect, a black background was added and some elements reversed in white.
Colour
Choose a colour aligned with your brand strategy and not used by your competition and then work on making it your brand’s colour. Let your brand own it and it will help make your brandmark unique and distinctive in its category.
Cadmium or rich yellow, a colour rarely used in the field of architecture was chosen as the brand colour. The colour yellow is considered to be warm, sunny, happy, practical, playful, creative, inspiring and acidic. It also appears closer than it really is.
However, yellow needs a darker colour such as black to offset it. Black or its tints, if used sparsely, is not considered a colour because of common usage in print and on the Web. It compliments the Cadmium yellow as part of the Envision colour palette.
The brandmark was converted from monochrome to colour with the use of Cadmium yellow.
Finally the corporate stationery was designed with the new Envision brandmark and brand identity and rolled out on printed stationary and as electronic templates.| < Prev |
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