Identity Story: Primary Shaft

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Primary Shaft was created as digital consulting agency. The сompany's focus is digitalization of client's marketing activity. My task was to develop basic identity package for the launch. It was decided the style must be simple, off-line friendly and with a little non-business touch.

Here I want to thank the Primary Shaft people. It was nice to work with someone thinking really different, in a very positive way.

Part 1. Logo graphics.

After preliminary stage the sketch versions look like that. Just in case if someone doesn't know what the title means (i didn't): primary shaft is a piece of transmission that connects its different parts.

The client chose shaft-and-wing version. Next task was to simplify composition and to offer the font that will look, as to say, not too predictable. I was missing a little for this drawing font that I made after my grandpa's engineer drafts... and draw some more) At the same time we worked on colour - here's the final logo:

Part 2. Identity Elements.

Next step was to develop the set of corporate elements: colors, textures, fonts and grids. First we defined basic semantic elements.

They are: the Wing as inspiration symbol, the Shaft Detail as symbol of connection and the Fingerprint that symbolizes unique approach.

The color palette, fonts and grid looks like that (the grid is shown on PPT presentation example):

I made the grid as irregular as I can to see what will come out of that. One really couldn't take serious grid issues all the time...

About cogwheel graphics. One of the brief demands was to avoid beautiful all-over-page photos with several lines above. The clients believe fashion industry people (that are main P.S. audience) are sick and tired of glossy pictures. Another demand was to fill empty space in layouts.

That's why I added cogwheels. Now it seems to be enough elements for presentation and facebook set of images.

Cogwheeled Vienna is my favourite illustration) Now I know that I can cogwheel anything...if necessary. To prove that I will add web design later.

The grid is there, as you can see.

To animate the presentation we made small info-graphic movie. It briefly decribes P.S. offer and shows how vital P.S. services are for fashion retailers.