Friday, 23 February 2018

Branding Onic (Research lead) - Production

The construction of the logotype started with different sketches to have complete freedom in shapes. The experimentation with different typographic elements inspired from the books of Michael Evamy about logos, was a great way to find out the most appropriate way to channel the ideas previously developed.

Then, the next step was to experiment with different kinds of typefaces to identify which ones aligned better with the personality, mission and values Onic has. The picture shows the process from top to bottom and left to right. It was soon noticed that thin/light types were going to better express clarity and seriousness as well as futuristic feels related to technology.

Helvetica Neue 23 UltraLight Extended was the one that worked best. By simplifying the "n" removing its ascender it was noticed that it looked like the top part of a smartphone. Since it is a company that relies on technology and the latest smartphones, it's not just an obvious reasoning. It's justified and expresses the main idea.

The logotype was kerned and placed into a grid for mathematical adjusments. Different sizes for the horizontal line were tried. The dot of the "i" and the horizontal line are of different size. The horizontal line was made in relation to the size of the "n". It is a bit longer and thinner so it is optically similar.

Experimentations with typography, layout and proportions in posters was a new approach to design that could be interesting. If the design of a poster can convey the mission and values of the brand, the rest of the things are easier to design and they only need the rules on the posters to be applied to everything else.

These experimentations were first focused on typography and layout and they were based on the visual research, copying layouts that could work and modifying them into their purpose.

After this experimentation, the designs were reviewed to see which ones conveyed the message better.

As for the colours the main idea that wanted to be conveyed was technology. This word was put into Google images and this was the result:

It was quite obvious that electric blue is an unspoken code for technology. Also, the smooth transition this has with other darker ones. At the beginning, it was used this electric blue-turquoise with a darker version of the same colour, but it looked too similar to the colours used in health care. The darker colour was changed to a dark purple. When presented in crits, other designers pointed out the similitude between that the colour palette had with O2. This was already noticed when making it, but since it's a company that's going to be released in Spain as a sub-brand of Orange there's no need to have that limitation and there are no other companies with similar colour scheme.

Taken from the previous experimentation, the typography for the text was Montserrat UltraLight for the titles and Avenir (85 Heavy for bold text and 45 Book for regular). Montserrat is an elegant, serious typeface that doesn't go into much detail when defining it's shapes. This lack of ornament is a symbol of evolution and futurism. Posters are mainly typographic to enhance these aspects through layout.

Straight lines or text that act like these bring structure and an architectural feel to it. For some of the posters and designs it was used the blueprint of an iPhone 5 as a way to enhance even more its technological aspects due to all the dots and lines it has, very similar to the work taken in consideration in the idea generation stage. Blueprints, their text and the lines of them are consistent  in style with these designs.

Diagram of an iPhone 5


The visual identity mainly developed in a digital realm, but gradients can work in the real world too. The logotype doesn't necessarily have to carry the colours, and both in combination work well on a white or black background. The gradient can also be adjusted to have more of the bright colour.

From the editorial design of the posters stem everything else that could be produced for this brand. The website, a brochure, the design of the simcard or a cotton bag.

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