Visual identity for Miquel Orovio, a Barcelona-based brand writer. Orovio offers branding and communication services to people, organizations and companies. With a strong focus on critical thinking, brand narrative and creative direction, Orovio's purpose is to help brands define and create their communications with meaning, style and perdurability.
— The concept was to play around the number "3" to emphasized the three "O" in Orovio.
Keeping that in mind we tried to go deeper. We have chosen to focus on Miquel's passion, the roots of his work : WRITING (playing with the meaning of words, letters and signs).
— Based on Orovio’s mantra «Think like an agency, work as a studio and be like a rolling stone» we have collaborated with him to create a modular identity based on words, letters and signs. We used repetitions to symbolized sentences and paragraphs.
Then by removing some of the letters, words or signs in the composition we tried to mimic Orovio playing with their meanings in a defined space.
To accentuate, develop and decline this concept we have replaced Orovio by keywords like invoice, envelope, portfolio etc... while using the modularity of the identity to have a uniform graphic language.
— We also have chosen to sometimes turn the "O" horizontally, it gives a little twist to the identity and evokes Miquel’s unique creativity and personality. The informations are frequently divided in THREE block texts, with THREE alignments ;
one Ferré-left, one centered and one Ferré-right.
— Finally, the color palette :
- White paper with black types, the base of writing.
- The dark red comes from an old Miquel’s book cover.
- The kraft was at first a cream white but we needed more texture so we used raw kraft paper instead.