Visual Identity design for hosting company

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Naming

I came up with a unique name that has a free ".com" domain and is also not registered as a name in the Global Brand Database

Start + Hero = Startiro

The goal of the assignment was to create a brand for a company that is focused directly on StartUps and wants to support and grow with them.

So I decided to combine the word Start in order for the potential target audience to identify with it. I associate the word Hero with entrepreneurs and those who want to change the world.

Logo

For the key visual element, I decided to use a minimalist version of a paper airplane "Rocket" because it is abstract and associated with take-off and vertical progress.

The symbol is made up of two columns that have distinct and solid shapes, characterizing purpose, gradation and clarity.

Colors

I chose a palette in line with the submitted requirements, using . as the main colour of the text:
PRUSSIAN BLUE - A color indicating peace, a sense of security and trust.

For the accent, "key" color, I used :
GUPPIE GREEN - A colour indicating personal development, fertility and technology.

As an auxiliary color to the palette I used:

Sherwin Williams Paint and Midnight green

Typography

I chose "Bioweapon" as the logo font because of its futuristic and uncharacteristic sans serif lettering.

I think the font is perfect for the brand's vision because it is specific. It stands out from the standard fonts of the competition e.g. Superhosting, ICN and Godaddy.

For the font of subheadings and secondary elements I chose "Bebas Neue" because of its condensed style. I thought it was a good combination, as Bioweapon's coarse thick sharpened tails contrast with Bebas' highly elongated main beams.

For the text font I used "Aktiv Grotesk" in the business cards it shows.

Visual elements & Photography

For photography I went for a high tech space look mixed with the industrial office environment.

In my opinion, this mix touches the implementation of the latest technologies and solutions that most Startups strive for. And in between, it grounds with photography of the situation they are currently in and the path they are walking with corporate office images showing the daily grind and struggles they face every day and recognize themselves.

For the additional design elements that help tell the story and goals of the brand, I chose to include leading lines to indicate consistency, perseverance, and purposeful progress that each startup is moving towards. Also, they compliment the "racket" as the path it has traveled.