STORY: BASE - a construction mall that selling building materials (metal, plumbing materials, construction chemicals) of domestic and foreign production. Most of the clients are men, representatives of construction companies, workers, craftsmen (repairmen).

The Challenge: The task is to create a simple, memorable corporate identity, naming and slogan. Corporate identity should be well perceived for the broad masses and qualitatively distinguish among competitors. Also, to be universal, the visual style of a large store requires special attention to detail and be flexible for a large number of carriers.

Solution:
Naming: We chose a short name. The advantages of short names are that they are quick to read, easy to remember, and, accordingly, sticks out in the consumer’s mind faster. We are such a base for builders, foremen, architects and interior design designers. At the base we collected every single materials, just come and take what you need.

Identity: We have created a universal, but bright corporate identity that includes a logo and a graphics system. For the logo, we chose soft and rounded shapes that evoke a feeling of security, affability. For mainstream media was chosen, a versatile, well-readed sans-serif font. Given the characteristics of customer perception, we chose brighter colors to stand out from the competition. Another important point was the coordination of all materials with each other, for this we use logo elements, rounded shapes and additional corporate colors.