amace
Aims & Objectives
Two of the major players in mechanical industry named "AMS & Ace Designers" joined hands to create India's first metal 3d printing firm and named it Am-Ace.
I got onboard as the lead Visual Branding Designer to build its branding from absolute bottom to ground up.
​
The project's initial objective was to design a logo that resonated with all stakeholders, both internal and external. Subsequent deliverables included the creation of business cards, catalogs, stationery, and branding graphics for various printable materials.
Through this comprehensive branding exercise, I aimed to establish a strong visual identity for Am-Ace, reflective of its innovative spirit and industry expertise."
Lets dive deeper into the process...
The Basics
NEED OF A LOGO
A logo is a combination of visual imagery and text. It has 2 main purposes -
1. It tells people name of your company
2. It acts as a visual symbol for your business
Its Importance
-
Visual identity of the brand, packed in a small symbol
-
Shows in-depth vision and values of the brand
-
Building up of trust
A GOOD LOGO SHOULD...
- Be as simple as possible
- Be scalable
- Not lose essence when printed in b/w
- Reflect vision of the brand
- Tell the nature of business
- Be catchy
- Feel the same on paper & screen
- Allow changes down the line in future
- Be open to more than on interpretation
Feel free to evaluate your logo using above mentioned pointers.
EXAMPLE -
An arrow on amazon logo represents availability of A-Z all products and happy customers as well, hidden in the form of a smile in the arrow itself. Sounds amazing, right?
But...
Technically it becomes challenging to fit it everywhere because of 1:6 length to height ratio.
EASIER TO FIT
Why does this feel good -
GOLDEN RATIO
The Golden Ratio, also known as the Divine Proportion or Phi, is a mathematical constant approximately equal to 1.61803398875.
In the context of logo design, the Golden Ratio refers to the use of this proportion to create visually appealing and harmonious compositions.
Open for interpretation
HIDDEN STORIES
-
Sir Isaac Newton (start of modern science)
​ -
Adam and Eve (the start of everything)
​ -
Alan Turing (Father of modern computing)
​ -
"The Bite" relates to testing of a product
​ -
Bite also relates to to the computing term Byte
POINT TO NOTE
Technical
Your logo might appear on screens, business cards, letterheads, pull up banners, shop signages, product packaging, newspaper / magazines.
If your logo has gradients, lots of fine details, a lot of colors, photographic content, then it is highly likely that it might look different on all printable media which is mentioned above, because printing technology uses various printers for different materials.
That is why most powerful brands stick to the basics and simple palette of less then 3 colors without the use of gradients.
The Making Process
used for amace
1. Brainstorm
​
2. Sketching
​
3. Selection of an idea
​
4. Detailing
​
5. Final Creation
​
6. Animation and Visual Effects
Keywords were extracted from the client / stakeholder-
Keywords were then used for sketching -
Selected sketch was then refined -
FINAL IDEATION
PRINTABLES
FINAL DELIVERABLES
Logo (for screen and for print), visiting cards, brochures, office stationaries, letterheads, ppt layouts, animation video for intro on social media platforms.
