Doing one’s own branding is maybe one of the biggest challenges a branding studio could face. In this case it is actually a rebranding. On the one hand we wanted it to be clean and neutral to avoid a comparison with the other projects we do. On the other hand we needed it to express our main goals for any project we undertake: high quality, detail, atemporality and professionalism.
Concerning the naming we chose our maiden names and put them in a row, similar to the naming of old advertisement agencies or the most famous architects or designer studios. Thus it reflects personality, atemporality and trust.
For the logo we created a custom font, geometrical as the whole identity. It is also rounded in order to express empathy, which is the fundamental incentive of our projects.
We break all the geometric elements by using a bubble for the description of the logo. It represents our creativity and our will to tell stories.
We love the font family Helvetica and are convinced that it was the perfect choice for the fonts. It is geometrical as the whole identity and it is known by its neutrality and atemporality. The colors we use are black and two levels of gray for the text and two complementary colors (salmon and blue) for the infographics. These colors represent our duality as a team. For the infographics we developed a character set, also geometrical and atemporal.
We love patterns in branding and in our case we use two of them. A main one, consisting of small salmon squares and a second one; a matrix of the symbol “>” letter-pressed. This symbol was our main element in our first branding, the purpose was to downgrade its importance but still use it for the recognition of the brand. The letter-press technique gives the whole identity a very high quality. For the business paper it was not possible to do a letter-press, so we decided to use the pattern with a light gray.