A Rational International Presentation
CLOVER PRELIMINARY REDESIGN STUDY
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The Clover Design
The Old Logo The typeface, a geometric sans-serif is an adequate, if unidentifying, choice for a brand identity. The Swiss styles’ thin lines can be seen from New York to Tokyo on a myriad of logotypes and store-front’s thus, unfortunately, adding to the jumble of entity symbols rendered in an all too ubiquitous form. In addition, the type itself is set unprofessionaly, as the kerning is optically incorrect and features unrelating white space between the characters. While a heart might SEEM an interesting choice to combine with a clover, it is redundant and creates white noise in the communication channel. A logotype with two icons embedded within it is generaly a frowned upon concept in branding and visual identity practice.
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The Clover Redesign
The Typeface A clover is a fleating symbol of luck. Luck can run out, or it can never even come when you need it. To balance out the general symbolism of the clover with the company associations, we decided to use a typeface that stands firmly on the ground and communicates a steady streak of luck that correlates with the expertise and assured quality of Clover’s work. Our choice is Lubalin by Herb Lubalin, a expert slab serif typeface that provides a strong identity and a firm hold on the space around it.
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The Clover Redesign
The Color To paraphrase Mies van der Rohe’s famous quote, simple is good – there is no point holding on to a color of feminine dynamics and emotional attachment that magenta in union with a heart is. We cleared out the magenta and modified the green to punch out the rather unappealing yellow note inside it, a hue that has a certain “muddy” quality inside it. A strong green is a clear and dedicated color to communicate the brand identity and image.
Copyright and IP © Ivorin
The Clover Redesign
The Symbol The clover, striped down to it’s bare essence and in the form of the lucky, four-leaf variant is as strong a symbol as you can find. We have used a simple, strong and easily applyable geometric design that still has a unique form and can hold the brand identity. The heart, or the “love” element is kept, with a subtle touch, as the basic building block of the symbol. The most important aspect of the design is the subtle suggestion that input (the heart that is an arrow entering the clover “system”) results in luck, as the joining of the input-arrow and clover system creates a full four-leaf clover.
Copyright and IP © Ivorin
The Clover Redesign
The Logotype The merging of the symbol and the type is seamless and creates a powerful synergy.
Copyright and IP Š Ivorin
The Clover Redesign
Applicability The simple forms of both the typeface and the symbol allow various positioning that might arrise when setting dierent layouts.
Copyright and IP Š Ivorin
The Clover Redesign
Icon Quality The symbol has a icon-like quality within it that can be used in further development of the identity as a reacurring symbol, within loading elements or even in simple eye-candy use.
Copyright and IP Š Ivorin
The Clover Redesign
Additional Brand Visuals A simple symbol and coherent brand voice and identity open up possibilities for further exploration of visual concepts that closely relate to the brands mission. In designing the clover, we have hidden within it, an additional symbol that marks the added beneďŹ ts of your expertise and dedication - the plus sign. This suggests that luck is not all you get out of collaboration with Clover. This symbol is primarily an aesthetic element for use in brand stationary and online applications and further conveys the brand style and main message.
Copyright and IP Š Ivorin
The Clover Redesign
Additional Brand Visuals
Copyright and IP Š Ivorin
Smijer 4
Sample Appliaction The business card design uses the suggested brand layout with horizontal crossbars to spacially distinguish content and the addition brand visuals to create a sense of brand style on a small scale.
Copyright and IP © Ivorin
KEN YASUE CEO
VLADIMIR VLADIC UX DESIGNER
MARIJA MAREKOVIC PROJECT MANAGER
ken@clover–studio.com + 385 98 141 257
vladimir@clover–studio.com + 385 98 234 1236
marija@clover–studio.com + 385 98 345 2346
clover–studio.com
clover–studio.com
clover–studio.com
A Rational International Presentation
THE END Copyright and IP Š Ivorin