Independent Identity Евгения Стрельникова
Task
There is always room for variation in life. In the life of a branding agency logo - even more so. When redesigning the identity, Otvetdesign decided not to be modest and created a branded font with many combinations
Ideas and solutions
Independent Identity Independent of visual dictatorship Independent of formalistic concepts (independent of the shackles of formalism) Independent of business conventionality Independent of opinions and judgements Independent of perception laws Independent of objective reality concepts Independent of customers’ attitudes How so? Identity is a set of rules that visually reflects the brand’s essence. True, rules are perceived as something stable and consistent. On the other hand, being independent of any rules sounds truly exciting and ambitious. Identity can also be independent; the trick is to stop looking out for what the industry experts say, to go beyond the dos and don’ts and be free to express oneself. Solution An independent identity with a life of its own. It is totally diverse – strong willed, resentful of being told what to do, always choosing its own shape and always making it work while at the same time staying true to itself – distinctive, unique and consistent. Specifics The identity is based on a jobbing typeface with four fonts that totally go together. Each corporate identity media now has a unique design that that is independent and at the same time is perceived as semantically related to a strong and seamless identity. Implementation In each individual type of media, the corporate identity communicates its independence through transforming narratives and shapes. Every item is matched with a distinctive word that conveys the essence and the mood of the item. However, it is the identity that chooses the right word and what shape it will take. So the letters in the initial word transform into a different meaning while the number of characters remains the same.
