The brand project involves an in-depth exploration of an existing
company within a specific industry, conducting a meticulous analysis of
its market positioning, strengths, and weaknesses. The project aims to
craft a potential competitor by synthesizing insights from the
competitive landscape, market trends, and consumer behavior. The focus
is on developing a distinct brand personality and values that resonate
with the target audience, coupled with the creation of a compelling
visual identity encompassing a logo, color palette, and typography. The
project culminates in the creation of a brand book that outlines the
brand’s core values, personality, and visual identity.
Initial Work
Step 1: Naming
Names are an important part of a company's identity as it is often used
across branding materials that consumers will see repeatedly. This was
evident in the initial research into competition where many of the
companies had names that were descriptive of their services. The name
Maple Tech Computers was ultimately chosen as it was descriptive of the
company's services and values and while also being unique when compared
to the competition.
Step 2: Palette
The next step was to establish a color palette that would be used
throughout the website and logo. Since this is a Canadian company I used
the colors of the Canadian flag in a different hue as a starting point
and worked from there making sure to keep the colors bright and
inviting.
Logo Design
Since Canadiana was at the heart of the company's identity I wanted to
incorporate that into the logo. I started with a few sketches and then
moved on to digital mockups. The final logo was a stylized maple leaf
with a computer chip in the center. The colors were kept bright and
inviting to match the color palette.
Initial Sketches
Digital sketches
Final Logo
Brand Guide
The final brand guide was a comprehensive document that outlined the
company's values, personality, and visual identity. It included the
logo, color palette, typography, and guidelines for usage. The brand
guide was designed to be a reference for the company to ensure that the
brand was consistent across all platforms and materials.
