FINAL PROJECT VISUAL IDENTITY SYSTEM ARCHITECH Aliyah Northington
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1 FINAL PROJECT VISUAL IDENTITY SYSTEM Aliyah Northington
2 DRAFT LOGO DESIGNS ARC ITECH 2
3 FINAL LOGO DESIGNS 3
4 BUSINESS CARD DESIGN Jane Villanueva CEO of Stuff 221 Golden Gate Blvd San Francisco, CA Business card Business card mockup 4
5 LETTERHEAD DESIGN Architech 221 Golden Gate Blvd San Francisco, CA April 3, 2018 Mr. Rafael Solano 20 Maple Avenue San Jose, CA Dear Mr. Solano: Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Very Respectfully, Jane Villanueva Jane Villanueva CEO of Stuff Letterhead mockup 221 Golden Gate Blvd, San Francisco, CA Letterhead 5
6 WEBSITE HOMEPAGE DESIGN 6
7 FAVICON Favicon in browser Full-sized favicon 32x32 favicon 7
8 STYLE GUIDE Horizontal and Stacked Logo in Color and B&W Typography This is Montserrat Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xy Yx Zz Logo Colors #BF352B #2B99BF #
9 SUMMARY In choosing a name for my company, I brainstormed everything based on the client brief. As a tech startup located in San Francisco, most of my brainstorming related to the Golden Gate Bridge. In the end, I decided on the name Architech. The inspiration for the name started with research about the arches on the bridge, which eventually led to information about the architects who designed it. It was an aha moment that led to the play on words which changed architect to architech. Architect as a verb means to design and make. This name feels fitting for a technology company in San Francisco that designs and develops mobile applications, custom to client requests. The name represents the company in more ways than one. Additonally, it will still make sense in the long run, as opposed to following some of the strange naming trends in the startup world. The logo was designed to be simple, flexible, and enduring. In my first few logo sketches, I tried to incorporate the entire Golden Gate Bridge. In the end, I decided on a symbolic, simple arch. Simple logos tend to be more recognizable, easy to replicate and scale down on different material, and will hopefully be useful in building brand recognition in the future. When choosing colors for the logo, I tried to make the arch the color of the Golden Gate Bridge, international orange. I added blue as a complementary color and to make tech stand out. Additionally, according to color psychology, orange/red evokes feelings of confidence and excitement, while blue feels trustworthy and dependable. For my neutral color, dark gray, I used the color picker in Illustrator and dragged down diaganolly from international orange to find the perfect gray to pair with it. I chose Montserrat as the typeface for several reasons. In the beginning, I knew I wanted to use a sans-serif font because they are modern, trendy, and commonly used in technology logos. Additionally, Montserrat is specifically a very geometric font. It pairs well with the shape of the arch and even complements the linear suspension cables on the bridge itself. 9
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