a tech startup
Logo
Business Card Lorem Ipsum company director Street name City, State, Zipcode (555) 555-5555 lorem@ipsum.com www.loremipsum.com
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque condimentum nunc nec tellus dignissim, sit amet accumsan leo aliquet. Sed vitae lacus id orci gravida faucibus. Vestibulum quis mauris vitae nulla volutpat faucibus. Sed dictum, risus nec aliquam rutrum, magna magna sollicitudin nunc, non volutpat erat erat at sapien. Etiam commodo eros sed nibh congue pellentesque. Proin sit amet lorem leo. Interdum et malesuada fames ac ante ipsum primis in faucibus. Interdum et malesuada fames ac ante ipsum primis in in lorem magna tortor faucibus, sed sodales nisi n quis sed elementum mi vel suscipit eratan rutruma Sed a velit sed ipsum molestie tincidunt non sed massa. Nunc facilisis efficitur ornare. Maecenas dui nulla, faucibus elementum libero ut, interdum suscipit erat. Fusce ullamcorper, libero nec euismod fringilla, elit odio gravida leo, vitae suscipit nunc mi vel ante. Pellentesque maximus condimentum tortor, quis elementum sapien pellentesque in. Donec a pharetra risus, et vehicula eros. In tempus quis erat nec varius. Ut mauris mauris, vehicula non imperdiet sit amet, fringilla vitae massa. Sed porta pulvinar sapien sed ehicula mainterdum in elit spotencorper arcu le venenatis. Morbi porttitor, nunc et egestas consectetur, tellus erat molestie metus, nec suscipit dui metus sed lacus. Sed sed neque quis lacus sodales lobortis. Sed quis lorem magna. Pellentesque sollicitudin eu neque ut elementum. Morbi finibus nisl in tortor faucibus, sed sodales nisi rutrum. Suspendisse tellus quam, sollicitudin sed vestibulum et, fringilla a diam. Nulla facilisi. Ut sed lorem magna. Lorem Ipsum company director Tel Cell (555)555-5555 (222)222-2222 Email Web lorem@ipsum.com www.loremipsum.com Street name City, State Zipcode
Website
Style Guide Client : Cosmos Logo and Web Fonts Primary Logo Baumans The quick brown fox jumped over the lazy dog 1234567890~!@#$%^&*()_+ Voces The quick brown fox jumped over the lazy dog 1234567890~!@#$%^&*()_+ Glacial Indifference The quick brown fox jumped over the lazy dog 1234567890~!@#$%^&*()_+ Recolored Logos Color Specifications C90 M10 Y28 K0 #00A3B7 C100 M98 Y20 K20 #28276B C0 M0 Y100 K0 #FFF200 C0 M0 Y0 K0 #000000
Summary In creating an identity for the client, a new tech startup located in San Francisco, several factors were taken into account. Keeping the organization s mission to become a leader in the technology industry in designing and building mobile applications in mind, creation of the name Cosmos seemed appropriate. The word evokes, not only images of the universe as seen from the perspective of Earth, but also reflects an intellectual system of thought. This name felt fitting for this organization who is looking to be perceived as cutting edge, intellectual, and enduring despite the ever-changing nature of the technology industry. The logo was designed with the highest levels of simplicity, recognizability, and modern influences in mind. By utilizing an easily recognizable image of a planet with a brightly colored ring, the idea was to create a simple image that would be remembered by viewers, even if seen for a short time. The use of simple, rounded geometric shapes throughout the logo design, including the font, was particularly to evoke a sense of welcome and open-mindednes. As round shapes are generally perceived as friendlier than stark, harsh geometric lines, the goal was to add to the overarching identity of Cosmos as an organization that would cater to their consumers needs. When choosing colors for the organization, effort was put to keep the various color types at a minimum in order to save the company costs as well as to remain visually appealing. The use of a dark navy blue coupled with a teal blue is a common theme seen throughout marketing. The bright yellow was added as a final accent hat would prevent the logo from appearing too dark as well as add to the unique design and memorability of the organization as a whole. The font choices for Cosmos came from differing needs for the organization. The name Cosmos is not capitalized in the logo design in order to maintain balance as well as to keep the logo name parallel to the existing rounded theme of the planet image. Using the font Baumans for the logotype font was an artistic choice to showcase a modern feel, as sans-serif fonts often do. For the home page of the organization, a few fonts were selected for readability as well as professionalism. The body text utilized, Glacial Indifference, was chosen for the sans-serif characteristic, which is a prime choice for any web-based media, as well as the modern appearance that it invokes without appearing unprofessional. The accent font used, Voces, is used sparingly on the webpage. A difference in fonts makes Voces stand out and attract the viewer s eye to specific areas. In this case, Voces was used only on the teal button that is the focus of the homepage. Altogether, the modern fonts, simplistic logo design, and the bright but minimal number of colors were coordinated in order to give flexibility to Comos. Not only can this identity be viewed easily on the web, but the varying parts of the design system can be utilized on all media platforms while maintaining the identity.