Brainstorming

The form language of the logo shall incorporate the expressions: transparent, fair, organised, scalable, contemporary, humanise, rather trust than control, clear, understandable, honestly, young, serious, logic, future-oriented, team-spirit, cooperating, flat hierarchy, efficiency and freedom. Collaboration gets a significant role in a constant process of transformation and adaption. Nowadays teams working dynamic in a specific structure to cope with a challenge. Nevertheless, they always keep in movement and being fluid depending on their sub parts.

Application Cases

Different applications need different versions of a logo. Sometimes a logo can only be used in black and white as eg in a black footer on a website, sometimes it can only be printed in greyscale, when it does appear together with other logos from other companies eg. For each case, different almost invisible adjustments have to be made. For instance, when it used on black background the text appears in a light grey to keep a moderate contrast.

Scalability

A logo always has to be proofed on legibility in different display sizes. It should be recognisable even in extreme small sizes as 15mm.

Applications

Styleguide

The brainstorming process reveals not only a formal language of a logo, but also specifies the overall visual language of the whole brand. Recognisability inherently means to find some coherence throughout this visual language. Therefore, crucial aspects of typography, colour pallet, and layout compositions have to be defined.