Venture is an IT agency with over 30 years of history. The company sought to modernize its visual identity, as they underwent an organizational transformation and expand its marketing initiatives.
Modernize visual brand identity while keeping the “V” shape from the previous logo. Three adjectives that must describe the new brand are forward-looking, innovative, and modern.
We designed a simple and bold visual identity for Venture to align their marking initiatives and establish their digital presence. The new logo maintains its legacy "V", while hinting the forward-slash “/” — a ubiquitous letter in programming languages — that reflects their core values.
As the Lead Designer, I was responsible from project initiation to final deliverable. Lead a team of four to create a new vision for the brand and assisted the client in embodying their new visual identity.
Abdellah Rholem, Branding
Tyler Dale, Illustrator
Charlotte Chen, Designer
Yuki Nishida, Design lead
An organization's visual brand identity is a vessel to communicate a brand. They must encapsulate brand values and instill them in people's minds. To do so for Venture, we asked questions about their business and their target demographic. Below is a summary of our findings:
As the lead designer, we kicked off the project by relaying all the research to the team. After the briefing, we worked on our individual vision and converged to refine our vision. Establishing an appropriate direction within the team accelerated the ideation process.
I like to draw inspirations from what I see. Sometimes my most radical ideas are first realized on napkins.
Our initial session of sharing individual explorations aligned the team on a stylistic direction and opened a flood gate of new ideas.
All fonts has it's distinct personality. We used existing fonts as reference to cherry pick appropriate qualities to create Venture's wordmark.
We carried forward the striking red in the previous logo and explored options for accent colors to create contrast and emphasis on the red.
By working closely with stakeholders through out our process, we went through rapid iterations to create a cohesive visual identity. We fused our logo, typography, and color explorations into a stylescape to demonstrate how the brand will look and feel all together.
Other assets such as the visual brand guideline were delivered but will not be displayed as part of the portfolio.
We approached creating a new visual identity for Venture as a business problem. Our solution not only developed internal cohesion and strengthened their identity but laid the groundwork for future marketing initiatives to present themselves in their best light. I look forward to measure how the brand has impacted in their business.
Below are some thoughts and insights I have developed during this project:
Design process helps generate desired solutions to a problem
Whether I am building an app, a rocket, or a visual brand identity, design thinking can be applied. I learnt that I can reframe any brief into a problem statement, and apply design thinking to reach a desired outcome.
The importance of presenting your vision
As a designer, I must effectively communicate my vision to others, especially to non-designers. I believe that without such skill, my ideas will never flourish beyond myself and even worse, the quality of feedback will greatly deteriorate.
There are no shortcuts in the design process
It is possible to take shortcuts in the design process and still produce a "successful" outcome. But when it doesn't, it can be costly.
You are awesome for scrolling all the way through! I would love to get in touch with you, so please reach out via email!