The one that accomplished most of the creative axes and was more aligned with the objectives was Espamundi, so it was presented as the first one to create a strong impression. Eventually, the client chose this name straight away.
After choosing the name, I acquired the domain for the client espamundi.com and linked her website to it.
The tagline needed to emphasise the adaptability of the lessons. The first tagline that was considered was "Spanish you will use", but the problem with this tagline is that it stated something reasonably expected from the lessons. Others were "Spanish around the world", "Spanish that will take you farther", "Learn Spanish, go further"... but eventually it was "Your Spanish Journey" the tagline that encapsulated the tied up all the concepts: travelling, help with direction and specific goals.
For the logotype, there were tested different kinds of typefaces. The aim for these tests was to convey simplicity, hand-made, friendliness, proximity and coziness. The Espamundi name is a fusion of the words Espa and Mapamundi. Mapamundi means world map in Spanish, and the idea was to somehow include a pin in the logo.
The typeface above presented a problem of design. There was an unbalance between the letters and the lines, so I opted for "League Spartan Bold", a free version of a font that is very similar to Futura. The dot of the I was modified to make it a digital pin, which was more appropriate since it is for online services.
Then, different colour schemes were tested to see which one conveyed the ideas in the best way.
The hole in the dot of the "i" was eventually covered to match the consistency of the whole logotype.
The tagline was positioned right below the P's descender on the right, which keeps it balanced and in harmony.
The isotype helps to minimise the logotype to its minimum expression.
The typography for the brand is going to be an extension of what's represented on the website, as it is the space where the identity will mainly be developed. To keep everything cheaper and in the legality, the fonts used were all from Google Fonts.
Paragraphs: Abeezee
Heading 1: Sanchez
Heading 2: Raleway
This is the look of the landing page with the colour, scheme fonts and logotype applied. There's also a consistency in the images used for the headers and a sense of humor used across all the titles. Also, different new sections were included like, for example, 'Happy students', which shows the opinions of different students with their photographs.
Once the photographs were taken, they were slightly corrected in Camera Raw and Photoshop to guarantee a pure white background. These are some of the photographs and how they have been applied in the design.
The clothes Alicia, the private tutor, is wearing weren't exactly of the same colour as the brand. They were corrected to keep consistency. The same with the poses and the smiles to make sure there was a consistent feeling of easiness, closeness and helpfulness.
The web is open and fully operative. It can be easily explored and evaluated here: espamundi.com
The logotype and isotype were a little bit unbalanced, and the dot of the 'i' was changed and used as a motif.
The isotype is used as the favicon of the website.
These shapes and the logo were uploaded to the website as SVG, so they can be quickly loaded and resized without losing any quality.
During the production there was a constant communication with the client, her colleagues and friends not to mention fellow designers and own friends, so it was a bit difficult to keep track of all of it. Over all, what seemed to have worked very well is the colour scheme. Almost everyone agrees that it's a combination that inspires a warm feeling of closeness. There was one comment about the colours that was, in a word, 'boring'. But after informing that person about the target audience and the reasoning behind the decision there were no further comments. The name was another thing that got a lot of feedback, as the client wanted to make sure that it was a name that was legible and readable both in Spanish and English.
Business cards are also part of the visual identity. Their design aimed to be informative and simple with the visual identity used throughout the brand. They were first designed and then sent to Moo for a high quality print. Moo's specifications were followed in order to have the best possible outcome. Even with the guidelines for the size of the card, there's a space for experimentation with grids and layouts that the design explored. These are some examples.
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