Ruddamate © Brand Identity
A well designed destination
Ruddamate offers a variety of affordable destinations with authentic local guides on their easy-to-use mobile app. This is the first ever designed destination product specifically targeted at college students. The goal was to create an identity system for the brand that mirrors the brand’s essence, adapt over time, while embracing it’s costumers perspective without loosing its sense of purpose.
The Building Block
The process began from the naming, down to the messaging and the visual perception. The aim was to communicate, show and establish the brand’s tone; safety and friendliness. A lexical name for memorability and wordplay was chosen. Rudda - from the word rudder, the steering of a ship, which means to direct and Mate - from Legitimate which is authentic. This was the building block for designing the brand’s new identity.
The entire system was inspired by growth and community. The shades of green and typeface to symbolize friendliness and cyan to compliment, for security. The icons are extensions of the brand’s identity mark, while focusing on color friendly images for brand communication.
