The colour palette was simplified to black and white, allowing the architectural projects to be the focal point. Demonstration of how the new identity would work across various applications were shown, both digitally and print.

The logo design allowed for repeating patterns or 'tesselations', to form backgrounds and visual interest  if needed.

A suggestion was made to incoorprate the newly developed logo into a metal sclutpure that would form in the Amsad symbol when viewed from certain angles, similar in a way to the work of MC Escher.

Demonstrating how the new logo and colour palette would work across printed material was important. The use of quality stock from GF Smith Paper was suggested to elevate the brand above its peers.

Visual references to items that could be found on site visits by Amsad Employees helped illustrate the logos visual impact.

During the brand definition phase, conversations were had around forms and as a result a 'wildcard' logo was also submitted. Comprised primarily of primative shapes, it explored form and shape to convey the name Amsad. Although not chosen, it formed a vital part of the design process.