visual identity: CHAI SOCIALE
branding, logo design, visual identity
Final version of the logo, horizontal deployment.
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Chai Sociale is a polish social media management and product photography company. Its owner, Hubert Górka, came to me asking for a logo and a visual identity that he could, later on, produce content himself on Canva.
The name Chai Sociale can sound to a polish speaking person as something similar to "Zaczaj Social Media", which can mean "understand/get to know social media". Well, that's what the brand is all about: making content online to give a sneak peak of the type of expertise Hubert and his company can provide to one's business.
Besides that, the chai cup evokes the fact that they like to drink some tea while working. Moreover, having a didactic approach to social media means: the challenges to be faced, that can seem unsolvable problems, are thus diluted into tea and come as a clear and cohesive brew of ideas.
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The color palette was intended to make tangible this softness and more welcoming sensation towards the topic of social media management, which also has to do with a lower color saturation that chai tea has. Focusing in both the brand concept and a didactic approach to the content, the chromatic profile is all based in pastel hues.
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As for typography, the whole visual identity project required 4 fonts that, all of them, come from the Google Fonts library in order to be compatible with Canva: Kufam Variable for the textual part of the logo, bringing some playfulness and, yet, modernity to the brand; Asap as a paragraph and title font, that is legible and its style is cohesive with the other typographies; Corben as a display font, that should be used to enrich the visual identity as a typographic visual asset for the client to play with in the designs; Caveat to be used as a second layer of text following the didactic approach that the brand has, intended for annotations.
Brainstorm of the logo symbol, done by hand.
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The symbol of the logo is a synthesis of the letter "C", icons related to the social media context and a tea cup. The idea was to input in the design enough elements to make it visually appealing, simple and able to translate properly the brand concept: chai as a cohesive brew of ideas, a pleasant tea for the audience to just sit back, relax and enjoy it.
Construction of the logo
Different ways to apply the logo: square, vertical and horizontal proportions.
Example of the visual identity and its graphic elements.
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Since the client asked specifically for a visual identity to be further deployed internally by non-designers, I developed a satisfactory range of ready-to-use elements in .PNG for them to work on Canva. It's a variety of graphic assets, such as: basic shapes derived from abstractions of the ingredients of the chai tea, icons inspired by emojis and UI elements.
In the image below you can check out some ideas that I presented to the client in order to show some of the design possibilities with this visual identity:
