Ascend
Duration
3 weeks
Project Type
Logo Design, Branding, Stationery Design
Contribution
Freelance Graphic Designer
Tools Used
Adobe Illustrator, Photoshop
Overview
Ascend is a trading services company specializing in the import and export of goods and services. The client approached me with minimal design requirements, requesting only that the logo represent the company’s core values—assurance, trust, and global reach. To align with these values, I designed a logo featuring a combination of blue and orange, where the blue conveys stability and trust, and the orange swoosh signifies energy, assurance, and the company’s forward momentum. In addition to the logo, I designed a comprehensive set of branded stationery, including business cards, letterheads, envelopes, and transportation vehicle mockups.
Challenges
The client provided minimal guidance, which meant I needed to establish the design direction based on my understanding of the company's industry and values. They only specified that the logo should reflect the company's core focus on trading services and convey a sense of trust.
The client had no particular color scheme in mind, so I needed to research and choose colors that would align with the brand’s goals. Selecting a color palette that conveyed assurance, professionalism, and energy was essential to reflect the dynamic nature of their trading services.
Creating a cohesive brand identity across various print materials, such as business cards, letterheads, and envelopes, while maintaining the same visual language and values was a core challenge. It was important that the brand's message of trust and assurance remained consistent across all touchpoints.
Solution
The final logo design centered around a swoosh symbol that represented the company’s forward momentum and global reach. The swoosh in orange symbolized energy, movement, and assurance, while the blue backdrop conveyed stability and trust—core values of the company. The typography was clean and modern, further reinforcing the company’s professional image.
After finalizing the logo, I applied the design principles across the company's stationery suite. Business cards, letterheads, and envelopes featured the logo prominently, with clear typography and plenty of white space to create a professional and approachable feel. I also designed a mockup for vehicle branding, ensuring that the logo could scale effectively for larger formats without losing clarity.
Research
Client Insights
While the client had minimal requirements, conversations revealed that they wanted the brand to inspire trust in their services and appeal to international clients. They also wanted the logo to work well across different mediums, particularly when applied to vehicles for transportation.
Competitive Analysis
To ensure the logo and stationery aligned with industry trends, I researched other trading companies to identify design patterns and successful visual elements. Many competitors used traditional, somewhat outdated branding approaches, so I focused on creating a modern and professional look that stood out in the industry.
Implementation
Iteration Process
With minimal guidance from the client, I took the initiative to design several iterations of the logo that featured different visual elements symbolizing trust and assurance. The color palette, font choice, and positioning of the swoosh were adjusted throughout the design process to strike the right balance between modernity and professionalism. After presenting several options, the client chose the version with the swoosh symbolizing energy and forward movement.
Stationery Design
Once the logo was approved, I applied the design elements to the business cards, letterheads, and envelopes. Each item was designed to maintain brand consistency, using the blue and orange color palette and clear typography. The vehicle mockup featured the logo prominently, ensuring it would stand out even at a distance.
Testing
Print Testing
I conducted tests on different print formats, ensuring the logo maintained its visual integrity across different sizes and materials, from small business cards to large-format vehicle branding. The color palette was carefully tested to ensure it translated well across both matte and glossy finishes, maintaining vibrancy and professionalism.
Client Feedback
The client was involved in the review process, providing feedback on the visual impact and overall aesthetic. They were particularly pleased with the modern feel of the logo and how well it communicated the values of trust and assurance without being overly complicated.
Key Takeaways
Learnings:
- This project emphasized the importance of conveying abstract values like trust and assurance through color, typography, and form. It also reinforced the value of iteration when working with clients who provide minimal input, as presenting multiple design options helped guide the client toward a final decision.
Challenges & Solutions:
- Challenge: Minimal client input on design direction.
- Solution: I took the initiative to research and present several design options based on industry trends and the company’s core values, leading to a successful final design.
- Challenge: Ensuring color consistency across various print formats.
- Solution: Thorough testing of print materials and adjustments to the color palette ensured the design retained its clarity and vibrancy across different media.
Live Prototype
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