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This is a branding design development for Dopingüé, a new company wich services are planning and creativity. The challenge in this project was to… Read More
This is a branding design development for Dopingüé, a new company wich services are planning and creativity. The challenge in this project was to conceptualize Dopingüé, because represents one of the words that belong to a phrase of a childhood’s game that consists in pointing at someone or something randomly to make a final choice. To create this brand I decided to create a morphing logo with 4 different aleatory icons. Read Less
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Brief

Dopingüé is a new planning and strategy company. The client wanted a colorful vibrant logo to represent freedom, adventure and focused on values. The logo represents a free spirit, young, adventurous and proactive. Dopingüé must be created to adapt to others in order to help developing their ideas.


Dopingüé, is one of the words that belong to a phrase, which has no meaning,  of a childhood’s game that consists in pointing at someone or something randomly to make a final choice.

The entire phrase goes like this:"De Tin Marín de do pingüé, cúcara mácara títere fue, yo no fui, fue tete, pégale, pégale que ella fue pero la culpa la tuvo usted."
 
Logo: When we see the word Dopingüé we immediately think of this childhood game, so I decided to create a bright and morphing logo to represent this abstract word that at the end has some kind of magic behind it. It is an aleatory logo like the words of the game; therefore I created 4 different aleatory icons for this brand. The typography is colorful and full of magic, and works the same way for each of the other icons.
 
Typography studies
Logotype exercices
Final typography
Icons
To create the icons I get inspired by the artwork of Georges Méliès, an amazing dreamer and illusionist, wich reference works really well with the concept of the logo, beacuse the Magic inside.

Sun (planning): ):  illumination, stability, life. Dies every day, reborns each morning. Symbol of knowledge, intelligence. Fire.

Moon (strategy): intuition, guide, stability, life, sees what happens when nobody else is watching, knowledge, mysticism and magic.
Star (creativity): ): inspiration, transcendental ideas, condecoration, always shinning in the sky.
The Magician (production): is a bunny coming out from the hat, is doing the job, it is making magic, turning into reality the things that are intangible.

 
 
Identity

Concept: The Imaginarium
The imaginarium place happens first in the mind across the ideas and thoughs, to make this dreams come true.
It requires wisdom even if a playful or chaotic attitude is intended.
It is joyful and full of astuteness, is serious but irreverent too. The concept is based on the unsystematic search of ideas because good luck only appears working. That's why I decided to create 4 cards, and these cards, the asses, are the most important cards on the deck. Every card represents an area of this company, is a complete imaginarium, and everything has a symbolic meaning.imaginary and everything has a symbolic meaning.
In the top of the card you can see the Old Man Time, a symbol of wisdom and knowledge, but he wears different funny glasses to make him more irreverent and youthful. In the bottom of the cards you can see a person envisioning, staring at the stars, characteristics that pretend to symbolize the ideas.
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OTHER  MATERIALS EXAMPLES