Veletex AD is one of contemporary Montenegrin companies placing great value in their identity and visual representation, which is refreshing sign of increased cultural awareness within Montenegrin business world. fleka was there to aid them in revisions about their old company sign and craft a whole new identity that introduces facelift of the whole Veletex corporation.
Veletex is a company whose activities span over several fields (from distributing goods of various kinds to landscape design) although public was almost exclusively familiar only with one of Veletex’s sub-brands, Garden center Kalia. It was a challenge forming an identity for such a heterogenous business. There are just so many things you have to take into account when designing overall identity in order for it to perfectly fit each and every situation.
The idea behind branding
The idea for the sign was born around letterform V, which stands both as an initial for a company and a sign for Victory (Victoria was personified goddess of victory within ancient Roman mythology). Such concept was natural to work with and allowed us to expand idea further, in graphical sense. The sign itself is a graphical double entendre of sort: letterform V is shaped as a gothic-styled shield, which reinforces the idea of victory and success as well as suprematism over competition. Structure and colour of sign corresponds with the idea of ‘blue ribbon’, a reward for one’s achievement for excelling in quality.
Whole sign has been given a modern twist, employing soft, round edges and delicate gradients of the teal shades. Such approach reflects implementing latest achievements and trends of print and electronic media within a project of such nature. Once the sign was created, we developed it trough the Brand book. Trough two chapters (Logo and its Applications) we covered visuals of each business scenario ranging from official correspondence to uniforms and company inventory.