Vizual art is an advertising production agency from the Republic of Moldova seeking
for a strong visual and aesthetic identity.
At the core of the rebranding process was the 3D visual concept, in line with the
main production of the company. The rebranded identity was designed to have a memorable, dynamic and strong impact on the company clients, looking for similar products - outdoor 3D add.
The visual identity was inspired by the Mexico Olympics 1968 design, created by Lance Wyman. The Vizual Art brand correlates between modernism and pop art, a balance that offers the boldness and dynamics of pop art and at the same time the clearance and authenticity of modernism.
The graphic symbol portrays the spirit of creative thinking people, the constant development and the courage to experiment through the contrasts of line, colours and shapes. The clean, hard and angular lines complement and balance the typeface selection. The style of the identity is a game between contrasts and antonyms.
The square shaped logo is defined by corners that by definition, mean professionalism, precision and stability but also limits. I erased the limits using the dynamism of lines. Vertical lines feel powerful and established, like a stake in the ground. In the example above, verticals lines give the impression of an opened composition but lead the eye to a correct reading and complete the R letter.
In contrast to vertical lines, horizontal lines are grounding. They can make a logo feel calm and secure. In the created logo horizontal lines, that complete the T letter, are used
to calm the vertical lines and give the composition a “white space”. The diagonal lines give the sense of dynamism and rapidity. It have the role of fulfilling the background as it lead through the reading and integrate the elements of the logo.
As the graphic shapes, the colours communicates the brand essence. Yellow, often associated with sunshine – is all about the merriness in the world. It embraces people
with warmth, boosts mental activity, makes us cheerful, and generates muscle growth.
I used this colour to attract, to get attention, but its tricky effects of overusing asked for
a powerful contrast.
As a prestigious colour, black shows strength, confidence, authority, sophistication,
and elegance. It gives the logo design an air of mystery and power and amplifies the positive effects of yellow. White is the most unappreciated colour but it has the most important role in a composition.
Using white in a logo design makes it look simple and clean. It guides unseen through the composition and let the visual communication brief. The white colour is balanced present in the whole composition, with a focus point on the “vizual” letters. In contrast with black, it gives the needed space and the biggest amount of interest.
