Youths' New Gateway to Entrepreneurship
Established in response to the first recommendation of the Jordanian Economic Policy Council, The Innovative Startups and SMEs Fund ("ISSF") is a private sector-managed fund making investments in innovative startups and early-stage SMEs.
ISSF aims to invest in Jordanian companies, provide investment support to partner investors, and improve the quality and variety of services provided by intermediaries and networks dedicated to creating deal-flow in Jordan's ecosystem.
A Unified Guide for the Outputs of Visual Communication
The necessity of reaching young entrepreneurs through ways that meet their interests required a suitable visual identity for the mentioned target audience in terms of concepts, principles, and energy. However, the previous design did not include these elements, in addition to the absence of a guide for visual communication and the brand's designs.
Consequently, the Jordanian Fund for Entrepreneurship sought to start a project to design an extended version of the existing visual identity and prepare a brand guide. We have been assigned to work on this project. In the beginning, we prepared a creative summary of the project's requirements in cooperation with the project's team, giving us the primary evaluation criteria for the desired design.
Motion and Modernity
The project did not aim a redesign the logo. Still, it was an extension of the current logo to design visual identity elements by reorienting its implicit meanings to suit the target audience. The diagonal lines comprising the logo were considered to create a design pattern that gives a sense of movement, precisely a motion in the upward direction, to match the sensual meaning of this primary design element with the impact of both the Jordanian Fund for Entrepreneurship and Youth on the national economy.
The design pattern consists of geometric shapes derived from the logo: the square, the rectangle, and the triangle. A tilt angle has been specified for all of these elements, which is 239 degrees to fit the tilted angle of the logo. Color gradients have been used to support the pattern in terms of composition and to give more modernity.
The guidelines were created to organize the brand's designs, like print, digital content, and social media post designs. It includes using color gradients elements in the design and using modern backgrounds through the colors. Also, people's images were influenced by this art direction, and we used grey gradients to contrast with the colors of the elements and shapes that will incorporate the visual identity. Furthermore, we have determined guidelines for the text in terms of fonts, sizes, and coordination.
The primary logo's colors were adhered to keep the visual identity familiar to the target audience and to suit the meanings of growth and continuity compatible with the fund's vision. Nevertheless, the color spectrum of the primary color was increased, and several secondary colors were added to suit the target group, programs, and activities of the fund.
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