The visual identity, whose anchor point is the logo, expresses the brand, allows it to distinguish itself, and accordingly, guides the future visual communication efforts of the company.
Hence our strategic and technical competencies work side-by-side to create, in a synergistic perspective, the visual identity of a brand as well as the many supporting communication media content dependent upon it.
Beyond stylistic considerations and the importance of differentiation, our primary goal is to exploit the full potential of design, as generator of meaning and agent for long-lasting impression, both of which enhance the brand.
Even if a logo holds great semantic potential by the interaction of its components, it alone cannot express the whole universe of a brand, risking being unintelligible, even unsightly — and, as we know, ”ugliness doesn’t sell”. The logo should rather evoke certain aspects of the brand and help to create, especially through its variations in different media, a structured and attractive identity system, in other words, a strong brand.
by marc kandalaft design