We start visual identity work with deep research of brand metaphors and attributes.

Volusion came up with twenty main attributes to describe themselves, 

and for each attribute we had five supporting descriptions. Our collaborative work with

Volusion’s team led us to three strong attributes: wallet, prism, and V-letter.

  

As people say, the devil is in the details. To get the right feeling of a visual brand identity even the roundness of corners matters. And sometimes that leads to a design challenge, as it was in our case. The prism shape is born to be sharp and edgy. At the same time, Volusion is a friendly product and hard shapes are in a conflict with the product’s mood. Defining the shape took more time than usual, but at the end of the day we successfully overcame this challenge.

Whether you believe in the Golden Ratio or not, our experience is that this

technique helps to build balanced, aesthetic shapes.