Flash Data
Visual Identity
Project by Marcel Pace, Mauricio Perin
This project consists of the ideation and development of an adaptative visual identity to FlashData, a startup of data storage.
The Process
The briefing stated that technology, security and agility were the keywords of the projects. With that in mind, we analyzed the visual products of the company’s competitors, finding some elucidative trends.
Due to some needs of the client, we had a short time to come up with a logotype, define the institutional fonts, and an initial color palette for him to use.
Logotype
Metric and Verdana as institutional typefaces
Teal and purple as color options, with warm grey and white.
Then we took a step back to develop the visual identity.
We started with a moodboard to guide us and suggested three alternatives of symbols to go along with the logotype.
Moodoard
Alternatives for the symbol
He decided to go with the first alternative, which was fortunate since that’s where we spent most of our efforts.
To get there, the process started with an icosahedron since it connected with the project’s keywords.
Our client was more attracted to the alternatives where the lines and connecting points stood out, so we lead the project in that direction.
We made a grid out of the icosahedron’s vertices and edges:
And made several alternatives within this grid:
This design facilitates variations of the same idea, which is positive for an adaptative identity. It also enables an animated and ever-changing logo, which could be developed in a future project.
Our client was pretty satisfied with what we had achieved, so we asked him which version of the logo he would like to use first (for the brand release and the printed promotional material, for instance), and the others were kept for future use.
Chosen alternative
To finish, we worked on the secondary identity — all the other elements that could be used together with the logo.
We decided to go with another grid (this time bidimensional), hexagons, boxes, and lines.
For the grid, we defined a rule for developing them, so it would be possible to generate countless variations as well.
Grid construction based on Fibonnaci's and Luccas' Sequence...
... and some resulting examples.
Expanding concentric hexagons
Examples of boxes and lines
Deliverables
Logo
We developed several versions for different uses:
Color in a dark background, and its reduction
Black and white in a dark background, and its reduction
Color in a bright background, and its reduction
Black and white in a bright background, and its reduction
Suggestion of use
Brand Manual
And we summarize all aspects of the identity that should be followed in future uses, such as colors, fonts, special papers, the rules of grid construction, and so on.
Colors to use and special papers
Corporate Stationery
Business Card
We went with a more playful approach with this item. The back of the card stays the same, while the front has four variations, that together forms a new layout.
Letterhead
Cover
Gray background
White background
Back
Front
Presentation Folder
Promotional Brochure
Presentation Template
