OBJECTIVES
Align the brand’s visual identity with international branding standards to support the organization’s expansion into European and global markets.
To Bridge the communication gap between deep Engg. tech & potential clients by translating complex additive manufacturing technology into an intuitive and high-impact visual narrative.
My role was to ensure that when a European client looked at Amace, they didn't see a 'budget' alternative—they saw a sophisticated global partner. Primary focus was at "Market Perception so as to align the brand visuals with business goals.
Step 1
Fragmentation to Foundation
First step is always about strategically aligning the "divided creative visions" of the leadership team, bridging the gap between local origins and global ambitions. So I held a workshop to make sure that all the stakeholders understand the steps and challenges for creation of an impactful visual identity, starting from the absolute basics like need and importance of a logo.
A GOOD LOGO SHOULD...
- Be as simple as possible
- Be scalable (micro vs macro, should feel the same)
- 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 one interpretation
Feel free to evaluate your business logo using above mentioned pointers.
EXAMPLE -
The orange arrow on amazon logo represents availability of A-Z all products and a smile of a happy customer as well. Never noticed? 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
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Sir Isaac Newton (start of modern science)
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Adam and Eve (the start of everything)
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Alan Turing (Father of modern computing)
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"The Bite" relates to testing of a product
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Bite also relates to to the computing term Byte
POINTS 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.
Step 2
The Making of a Logo
Designing a logo is a process of translation; I work with stakeholders to uncover their underlying goals and convert those insights into a technically sound and impactful visual identity.
The Process
used for amace LOGO
1. Brainstorm
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2. Sketching
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3. Selection of an idea
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4. Detailing
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5. Final Creation
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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
Step 3
The Prints
The transition from screen to print requires more than just a file transfer; it demands a deep understanding of production techniques to ensure the brand's integrity remains flawless on every medium.
FINAL DELIVERABLES
Logo (for screen and for print), visiting cards, brochures, office stationaries, letterheads, ppt layouts, animation video for intro on social media platforms.
