IDENTITY & BRAND
Client
Novativa
What
A company of the brightest freelance researchers, scientists, and creatives. A group of these freelancers are assigned to a particular company to solve a particular problem according to their skillsets. ThinkTank Creatives.
Big Picture
Novativa helps other companies build up their brand by penetrating areas the company wants to grow with Novativa’s own groups of freelancers in order to create groundbreaking ideas.
Goal
Expand its innovation business and become an international player.
How
Research and develop completely new products for other companies. Build up the brand to become the number one (and possibly the only) in the ThinkTank innovation business.
Tone/Mood
Ahead of its time. Futuristic and new. Sleek and Savvy. Bold. Distinctive and attention-getting. “Cool.” Intellectual. Witty. Trailblazers. Corporate image.
Parameters
As far as Callie Yu’s mind can go and more.
CREATIVE BRIEF
Audience(s)
Any companies that want to develop in terms of innovation. Graduate school students and graduates and young researchers (science, management, etc).
Context
Career fairs, college campuses, and research & development centers.
Current Audience
Needs help in developing a groundbreaking idea in order to distinguish their company from
Perception
others but do not have their own team to do so and does not know where to begin.
Desired Audience
To call novativa and set up a meeting. Then, visit one of their hubs and discuss the project.
Perception
To be an indispensable player in the “Think Tank� business environment.
Competitive
There may be ThinkTank companies such as Bell Laboratories; however, no such company like
Environment
Novativa exists. Novativa wants to be the best and the most innovative in its field.
Originally, my plan was to create a disctint wordmark with a futuristic feel.
However, I thought about usability, and I wanted a logo that could function alone as an emblem, so that it could be printed on the smallest of materials. Looking at my wordmark, I picked out element I liked most about it: the two repeating “VA”s in the “noVAtiVA.”
LOGO DEVELOPMENT
I decided to experiment.
By playing with the logo, I saw and used an opportunity to create a “N” out of negative space with the “VAVA” block letters. Therefore, I went in a new direction.
SIGNATURES
Stacked Logo
Horizontal Logo
SIGNATURE WITH TAGLINE
Novativa Taglines
Novativa Hub Locations
angle: 61.5 degrees
EMBLEM
32 PX
20 PX
6 PX
smallest 2.5 PX
WHITE
- taglines
cmyk
0, 0, 0, 0
rgb
255, 255, 255
hex
ffffff
pantone
white c
opacity
100%
BLACK ON BLACK cmyk
0, 0, 0, 0
rgb
28, 28, 27
hex
231f20
pantone
dark gray
opacity
80%
- body text
- watermark patterns, text
COLORS
BLACK
- background
cmyk
0, 0, 0, 0
rgb
255, 255, 255
hex
000000
pantone
black c
opacity
100%
NOVATIVA BLUE cmyk
94, 7, 0, 24
- emblem, logotype
rgb
12, 180, 194
- titles and headers
hex
0CB4C2
- letterhead background
pantone
7466 c
opacity
100%
blue-white: radial -180 degrees
The “Novativa” section of this Logo is based on the font Avenir, with slight changes to the V&A to bring out the double “VA” of the emblem.
The tagline uses Museo Slab, which was turned into outlines and enlarged to fit justified under the logotype “Novativa.”
TYPOGRAPHY
A consistent family of type and and its usage is vital to effectively establish the Novativa corporate brand identity. The visual reinforcement from adhering to these rules will aid in branding Novativa by increasing recognizability.
AVENIR BLACK
If unavailable, subsitute with ARIAL
BLACK.
headings, subheadings, logo
MUSEO SLAB 500 taglines, body text
If unavailable, subsitute with GEORGIA.
Repeating watermark pattern using the Novativa emblem and its logo
WATERMARK PATTERNS
Triangular watermark pattern using the Novativa emblem Watermarks use the color “Black On Black” at 80%.
SAFE ZONES
when using color with a white background
when using color with a black background
when using black and white only with a white background
when using black and white only with a black background
DONNA JEAN SMITH East Coast District Manager
176 East 14th Street New York NY 10003
tel 212.396.3500 www.novativa.com donna@novativa.com
STATIONERY SET
Business Card - Front
Business Card - Back
STATIONERY SET
Letterhead stationery
STATIONERY SET
MAGAZINE AD # 3
The Novativa signature and tagline “intellectual pioneers� will be 4.1 inches (in) wide, spaced from the left at 0.5 in and from the top at 0.5 in.
Each ad will have a drawn on effect that decorates yet corresponds with the portrait. The background of this drawn-on shape will use white text on a Novativa blue background.
WEBSITE CONCEPT
HUBS AND SIGNAGE
EPHEMERA
Novativa Identity Badge This badge is used for scanning in doors and for general security purposes.