This third-year project dealt with the concept of polymorphic logos and brand identities. Polymorphic identities are all about gathering information and data and successfully applying this information to the brand. With a logo finalised, it must be applied to business cards, letterheads, an infographic, quotation templates, email signatures, the look and feel of a two page website, one promotional item as well as a corporate standards manual. The fictional company is 'Implicate Order' which is a startup tech business hoping to join the Artificial Intelligence race. The client wanted the brand to feel established, not intimidating, but something the tech world can buy into. The logo was created with specific coding in mind and a colour palette focused on colour psychology in order to make the brand more approachable for consumers. The five different sectors within the company have coding related specifically for them, allowing the tech world to identify and relate to the logos. In order to bring in a clean simplified element with connections to the web, a secondary font was chosen, namely Georgia, which balances out the thick geometric details. All typography, including the main portion of the logo, is designed in lower case letters to emulate the coding language and structure.
The first design concept was chosen and refined numerous times but could not be taken any further, limiting the brand identity. With a whole new concept and design process a more successful and refined brand was explored and ultimately allowed the brand to become polymorphic. Finding the correct style and basing most decisions off of in-depth research allowed me to make the correct choices with information to back these up. With each step of the process, there was ample room for continuous improvement in order to better the design according to the brief as well as understanding the workings of coding and programming languages. If you have any feedback or comments on this process or the design, please feel free to share them.
Overall, the look and feel I was aiming to achieve was realised towards the end of the process allowing for a very refined brand and identity. The brief asked for a brand for Implicate Order accompanied by their stationery which was delivered printed and mocked up. However, a project is never truly perfect and there will always be room for improvement.
