Tuesday, December 17, 2013

Wildwind Brand Presentation

All good brand companies must make brand presentations. This is where the rationale behind your design choices is explained. Sometimes, this can become farcical, such as the infamous Pepsi Presentation. But most of the time, it's a dry, methodical affair that companies don't like to reveal since it shows the almost mechanical nature that undergirds the "life" and "energy" of their brands.

Bold and modern is chosen. Bold to let the name stand out, modern to align with the high-tech nature of the company.

A technology company will have an extensive presence online, meaning that the legibility of the logo is critical.

Surveys reveal that lowercase fonts are more legible at all sizes and are more quickly read.

Relying on a font exclusively for identity is problematic. It does not retain identity when scaled very small. By introducing a container, we create two elements of identity: shape and content.

The rectangle is a poor identifier. It is everywhere. It is boring. We must bring life to our creation.

A parallelogram is alive. It implies motion and drive. It is going, while a square merely sits.

Returning to the symantic content of the word, the new shape performs admirably. It aligns well with the implications of the word “wind.” We further this impression with the addition of small lips extending from the leading corners on the top and bottom.

A light color is chosen for the primary identity. It aligns well with the word, implying lightness, air, and its muted pastel color maintains professionalism without being dour.

Small curves are added. The outward point curves elegantly into the inward dip, completing the brand’s ownership of this now-unique shape.

There is one last step: aligning the word with the image; constructing a link. By italicizing the letters, they merge with the overall construct. The content and image become one; the logo and the name, inseparable.

The text is moved up to make room for secondary branding, such as the company descriptor.

The logo can be reduced in size and retain identifiability. On-screen legibility is retained down to eight pixels in height.

The identity can be reduced to a single, tilted letter inside a rhombus.

This image can be used as a bold, identifiable favicon for the internet.

The container shape can be stretched to fit applications while maintaining identity.

The image is bold and thus flexible, readying it for any print or display requirement.

Subtle brand application builds identification with the symbol and client/company interactions.

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