Creation of the visual identity of the fictive company Efekt, a company that applies modern technologies in the field of logistics and transport.
Logo aims for a reliable and efficient impression with calming and enviromental colors.
One such organization, that intends to bring a revolution in the transport of people, things and information, needs a high quality brand image, and at the very forefront of a brand is visual identity.
Colors have an emotional effect on humans, and each color affects the observer's mood in its own way. Determining the colors used in the visual identity of the Efekt company is based on the characteristics of purity and peace that are radiated by cooler tones. Shades of green and blue emphasize the two main characteristics of the company Efekt. As far as typography is concerned, the letter 'E' in the symbol was hand-formed, and the other visual elements were designed using three fonts: Acumin Variable Concept, Microsoft Yi Baiti and Cormorant. The first, due to its simplicity and readability, was used for information on the ID card and on the flag, the second was applied to the envelope, and the third was used for additional information.
COLORS
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The first characteristic that is considered the fundamental value of the company Efekt is its environmental orientation, which is represented by the color green. This characteristic got its color because it emphasizes the social engagement of the company, which brings it closer to the public.
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The blue color represents another characteristic, the efficient use of electricity. This characteristic stands out because it is the most specific practical value of the Efekt company that sets it apart from the competition.
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Dark blue color was used for the color of the other visual elements and the background. This color was chosen because of the elegance and professionalism it creates in combination with the other colors of the logo.
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A gradient, a combination of the first two colors, was used for the logo itself and other graphic details such as lines, dots and text.
TYPOGRAPHY
