David Altrath

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David Altrath Corporate Identity

David Altrath is an architecture and wildlife photographer who works on a wide range of projects. His Identity will be kept simple and elegeant using little color to keep the focus on his amazing work. A brand identity is formed using a lot of details and components and each one is very important. But too much information can very easyle become overwhelming. The key is too use as little design as possible while making sure the client can still understand everything.

Logo

Whether it is seen on screen or in print, the logo is continuously the same. It can adapt to texture and colour in the surrounding environment. The new identity reflects Altrath. It is challenging, distinctive and innovative. However, the new identity can only make a positive impact if it is used consistently and correctly. The Logo uses Altrath as Davids last name to give the brand a familiar touch. The Logo and the last name are the brand ambassadors and are always immediately recognizable.

The most effective communications are simple. Unfamiliar or multiple logos add to the complexity
of communications and place an extra burden on the audience to decipher your messages.

Logo Spacing

The Altrath identity should always be surrounded by a minimum area of space. The area of isolation ensures that headlines, text or other visual elements do not encroach on the logo.The area is defined by using the height of the logos first letter A which is referred to as x.

Icons

I used a wide range of Icons to underline Davids use of technology with the camera. They are simple, modern and friendly. The icons are highly simplified and exaggerated to render them in small size.

Stamp Logos

Round logos and stamp elements are not for every brand. But in Altrath’s case they work beautiful with the collaboration of nice stamp
logos and Altrath’s beautiful photo prints.

Identity Guidelines

Altrath‘s brand is shaped in many ways; one of which is through maintaining the visual coherence of our visual assets. In April 2016, expanding on the new iconography style started by Marvin Schwaibold, we began creating this solid, yet flexible, set of guidelines that have been helping to produce high quality work that helps strengthen Altrath’s identity. The clean approach represents Altrath‘s vision of his photography services and brand core. Typography, Color, Key Visuals and everything surrounding the branding was keept minimalistic and simple.

Analogous Printing

Altrath‘s brand was handprinted on a traditional screen printer using no color but only a certain type of varnish that reflects the light. The Idea behind this creative step was to add an extra something to the brand components such as business cards etc. Working with an old machine really gets the spirit of analogous back into this digitally dominated world. Analog and Digital are connected in this next step of the branding.

Responsive Webdesign

Where do people look first when they visit your Website? Two researchers at Missouri University of Science and Technology found the answer to this question by using eye-tracking software. According to the results of their study, it takes just 2.6 seconds from the time a page loads for a person's eyes to focus on a specific element on it. From a design perspective, this means that whatever your visitors are looking at first better be good.

One thing is clear: a website has to look good. But it’s extremely important to keep usability in mind and not sacrifice it just for the sake of appearance. The design should lead the eye from what’s most important to secondary items; this can be done with space and typography. Images and colors can be used for calls to action. As luck has it, I only needed to focus on making Altraths pictures look awesome so that

people would get a feel of how and where Altrath works.