Branding and corporate identity - Flutter
Project Brief
Pick one of the given industries and identify a made-up business within the industry to brand. Create a strong, unique, and cohesive visual identity and brand identity by conducting extensive research to back up your design choices and creative reasoning. Develop a creative brand strategy and visual identity to expand the brand's collateral.
Project deliverables
1- Visual identity guidelines
- brand strategy
- Brand tone
- Brand mood board
2 - Visual assets (Style guide)
- Logo
- Logo system: Variations, clear space, colour variations
- Typography
- Colour palette
- Graphics, imagery, illustration, iconography
3 - Design application
- Business card
- Email Signature
- Branded collateral x2 (1 printed and 1 social media: Instagram carousel)
- Merchandise and promotional items x2
- Spatial branding: Signage, wayfinding, spatial brand application x3
Design strategy
Flutter is a brand that celebrates uniqueness in all shapes and forms, in this case focusing on pet birds and their needs. Inspired by a bird's ability to fly through the air and a bird's need for a friend, Flutter aims to embrace loud, quirky, and flamboyant personalities and bring together like-minded birds.
Inspired by elements of dating apps such as tinder and bumble a more simplistic approach was taken when designing the visual identity. Generally bird toys and birds themselves are colourful and busy, keeping this in mind the colour palette is quirky and bright but used wisely as to not overwhelm the viewers or birds. Birds are very visually stimulated creatures so as such the patterns and other visual assets all take elements from birds and create interesting visuals that both birds and their owners will be fascinated by.
Finding Flutter's wings
Research into existing brands that have similar goals and ideas was done to help find a space where Flutter can fulfill the needs of its target audience in a way that is not repetitive of other brands' ideas. This also helped with inspiration for the brand name and identity as a whole. The research can be seen in the first mind map. We were also tasked with finding a famous personality that embodies and inspires the tone and vision of the brand, these boards are also included above as the second and third photos.
Name generation and hand-drawn elements were important in the development of Flutter. It helped with finding Flutter's identity and figuring out what can and can't work for the brand and what the brand wants to say.
Brand mood board
The mood board combines the quirky and colourful identities of birds, specifically parrots, with the wonderful world of dating. Taking inspiration from online dating apps such as Tinder and Bumble. The simplicity of the dating apps is what inspired most of Flutter’s visual language, however, this is a parrot-centered brand thus we've kept the brand colors bold and bright.
Flying with Flutter
Being flamboyant, quirky and loud are all part of our charm. Accepting and embracing these qualities are what we are all about. No one deserves to be left out just because they are a little more colourful or quirky.
By encouraging your birds to be themselves and embrace their "birdiness" along with other birds you will be enhancing their quality of life and taking their social life to the next level. In a world of Cheerios allow your bird to be its own type of Fruit loop.
Leaving our mark
The logo was heavily inspired by existing dating apps such as Bumble and Tinder. Keeping with the dating theme it only felt right to make the flutter logo fit in with the modern way of connecting with others even if it is for birds.
Logo construction and clear space.
Flutter favicon, monochromatic logos and greyscale logo.
Our feathers
Flutters fonts
Our markings
Patterns
Icons: Flutter caters to all shapes and sizes, as such the icons were developed to help organize and distinguish between the different-sized birds.
Illustrations: A combination of the icons and logo are used to create easily recognisable and distinguishable visuals for Flutter.
Applying Flutters marks
Business card: Printed on 260 gsm cardboard with a matte finish
Email signature: Desktop = 600 px x 200 px Mobile = 320 px x 320 px
Branded collateral - Printed
Brochure: This will introduce you to the brand and why your bird needs Flutter to find their flock. Printed on 120 gsm Gloss finish.
Branded collateral - Digital
Instagram carousel post: Frames are 1080 x 1080 px
Merchandise product 1: Branded bags of seeds used by the Flutter flock.
Merchandise product 2: Bird toys.
Spatial branding: First we have the spatial branding application of elements to the outside of a store then to a quote wall and then a billboard. Then we have the wayfinding system that will be used inside the building to identify the different areas in the building. Lastly, the signage included is a lit-up logo sign and an outdoor poster.
