MAD
Located in the heart of Brussels, the MAD is a platform for designing and creating a link between business leaders and creators who want to embellish the future of Brussels and its inhabitants. Several quality exhibitions confront the public and designers with the most innovative and conscious design.
The project I led was oriented towards this organization. The goal was simple: redesign the visual identity based on the old, while adding a touch of modernity. I challenged myself to create a modern, creative, recognizable and representative logo to better characterize the platform, while playing with the logo's negative space.
The project I led was oriented towards this organization. The goal was simple: redesign the visual identity based on the old, while adding a touch of modernity. I challenged myself to create a modern, creative, recognizable and representative logo to better characterize the platform, while playing with the logo's negative space.
What was wrong ?
The major problem of the old logo was that its edges were too sharp. This reflected an idea of a 'strict' and 'limited' group, which is the opposite of what MAD does, including advocating creative minds for a better city.
Revised version
With the revisions made the appearance was much softer and friendlier. I decided to round off the edges of the type to make it more stylized. This gives an impression of modernity, which is also due to the choice of the color palette. The bright pink, the white and the midnight blue are colors that blend perfectly, giving visual attraction to the text. I also created an icon, a M using 2 shapes and a negative triangle, which perfectly complete the logotype.
Icon/symbol version
For certain situations, such as the use of favicons for websites, the visual identity on social networks, or for a mobile application, the 'icon' version of the logo is very useful, being very compact.
Examples of uses
