Redrawing the mark
Original and restyling side by side. Letter spacing increases to improve legibility, and the solid block moves below the text, where it acts as a visual base and closes the mark.
Creative exercise · 2020
Concept for a lighting brand
Esercitazione accademica, LABA Brescia
Brand IdentityRestylingEsercizio
The project
Brief
Style exercise, not commissioned. This is not work carried out for the brand shown and there is no relationship with it. This is the most extensive exercise of the group, produced during the Graphic Design & Multimedia course at LABA in Brescia in the 2019-2020 academic year. The brief was a full identity restyling for a historic lighting brand: mark, clear space, variants, business cards, letterhead, envelope, document folder, presentation templates, trade fair invitation and stand design.
The challenges
- Redrawing an established mark without betraying its recognition
- Consistency across an unusual number of applications, from paper to the stand
- A stand that had to communicate the product, light, using light itself
The solution
The redraw works on letter spacing, to improve legibility, and moves the solid block below the text, where it acts as a visual base and closes the mark. The clear space is built from the size of that block, so the rule comes from the sign itself rather than being imposed from outside. The trade fair stand is the freest part: a rectangular structure with plinths and lamps on display, and an interactive Arduino based device to let visitors experience the light instead of only looking at it.
What we made
The pieces of the project
The clear space
Built from the size of the solid block: the rule comes from the sign itself rather than being imposed from outside, so it holds at any size.
The mark variants
Positive, negative and the versions for difficult backgrounds. A mark that lives on lamps, catalogues and stands has to work everywhere.
The business card
Front with the black rectangle for visual continuity, back with contacts grouped by importance and a QR code for anyone wanting more.
The trade fair invitation
The digital version of the invitation, made to be opened on a phone. The movement of light acts as the graphic element.
The trade fair stand
A rectangular structure with plinths and lamps on display, plus an interactive Arduino based device to let visitors experience the light instead of only looking at it.
The process
Brand analysis and redesign
2019-2020Spacing, proportions and repositioning of the logo block.
Identity system
2019-2020Clear space, variants, print materials and templates.
Trade show stand
2019-2020Design of the exhibition space with an interactive display.