antczak - (re)branding.
a good moment for the rebranding is the moment, when the market situation of the brand is undergoing a change. in the case of the personal brand that I am trying to build, branding evolution and development of visual identity came as a result of a change in my design approach and the expansion of the areas of my activity.
so far, the personal brand has only been communicated in the social media space in order to indirectly promote the superior brand - the design studio. the visual identification system was based solely on the developed logotype, created by the first three letters of the surname.
the purpose of rebranding was to refresh and to extend the current visual identification system. as a part of said system, it was planned to design such elements as the identification mark, the website, presentation and document templates, and also to define color and typography.
The main idea behind designing the visual identification was to combine seemingly opposite sides such as: color (black - white), typography (serif typeface - sans-serif typeface) and element construction (harsh geometry - delicate handwriting). The change came from the need to communicate both the diversity of implementation and the complexity of the project approach.
the evolution of the logotype started with extending my signature to the full name and writing it down in lower case letters. while designing the signature I wanted to convey the specific nature of handwriting.
along with the evolution of the visual identity, there came a moment to equip it with an identification symbol. this decision came from the need to use identification marks in various places, including the ones where the logotype alone would not necessarily work well.
the sign, with its geometrical and harsh construction, is a strong contrast to the delicate and handwritten signature discussed earlier. the identification symbol was created by combining three symbolic meanings: the man (design for people), the eye (graphic design) and the asteris (a sign indicating a footnote - expanding the given information).
typography & color set.
the website is one of the most important places of exposure for both my projects and my project approach. the information presented is divided into areas of my activity, so readers can focus their attention on the parts of my work that they have chosen.