VESTICO started with a name and an idea. As a designer, I helped the start-up in its initial phase to get a comprehensive picture of itself and to find the right words for its target groups. The result is a brand identity that paints the image of a visionary company both visually and communicatively.
The brand positioning. Three leading figures, four guiding principles, one brand personality.
Good positioning is derived from the corporate culture. At VESTICO, visionaries are at work as well as technical geniuses in programming and what they have in common is the urge to think outside the box in order to find new ways - a spirit of discovery. The positioning follows an archetype-based model and defines three leading figures, their individual modes of action and a collective unifying thought in order to create a unique brand personality.
Change as a constant. Generative design in corporate design.
The figurative mark shows three equilateral triangles, which through their arrangement create a partially spatial effect and which are repeatedly rearranged in a special grid. The dynamics of this generative design are ideally suited to translate the essence of the company into the visual. The triangle is associated with properties like dynamism, tension and something mysterious. It seems aggressive, which is associative for the disruptive character of new technologies and the nature of digitization.
Seven letters, seven messages, seven icons. Storytelling with brand icons.
The most successful trick of the brand identity lies in the name itself: 'VESTICO' became the acronym for Virtual Experience Systems, Three-dimensional, Interactive, Customized, Online. In this way, a unique thought manifests itself in each letter and in sum these tell the VESTICO brand story - word for word and visually. With the brand icons created, the company wants to celebrate its vision and inspire people to share this vision.
"Most of all, the work of Bureau FM leaves us with the good feeling of having done everything right from the start. In view of the complexity of our offer, there could hardly have been a better partner to translate our vision into visuals. We are very enthusiastic and will benefit from the results of this cooperation for a long time to come." — Robby Höfler, founder and managing director of VESTICO
The diversity of three triangles. From the corporate brand to the product brand.
A triangle directs the gaze in directions and, in contrast to circles and squares, is the only basic geometric shape that demands and promotes perspective seeing even in two-dimensionality. And the triangles move in three dimensions because VESTICO moves in three-dimensional space. Inspired by the company logo, figurative marks for product logos were created, which are also formed from three triangles, but here have a more pictorial character because, in contrast to the abstract company logo, they convey concrete ideas rather than vision.
Storytelling through product naming. The product as a brand ambassador.
VESTICO develops virtual experience systems. In product naming, 'Experience' is quickly replaced by a term that is common for the application or the industry. A single virtual experience system for the real estate industry is therefore a virtual architecture system. The product name is then derived from the system name - a combination of a small 'v' for 'virtual' and an English verb that is associative for the industry. An example: the product name 'vBuild' sounds like 'We build' when spoken. A very short sentence structure in which VESTICO sees itself as a subject and thus formulates a brand message with every product name.
Consistent and variable down to the smallest detail. Logos for modules.
The figurative marks for modules of all virtual experience systems are based on the VESTICO brand icons and visually build a bridge between user interface design and corporate design. They make it clear how flexibly the appearance can be dealt with without having to accept a style break and how well thought-out the brand identity is from the largest element to the smallest detail.
The result is an unmistakable, unique and extensive brand identity, with which the start-up has had the necessary tools at hand since its initial phase and for a long time afterwards, in order to be able to appear confidently in visual communication and to make its offer sustainable in the perception of its target groups to be able to establish.
