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C O R P O R A T E
I D E N T I T Y
OVERVIEW
EUROTECH MOTORSPORTS
C O R P O R A T E
I D E N T I T Y
OVERVIEW
INTRODUCTION
O V E R V I E W C O R P O R AT E I D E N T I T Y ST U DY
This is preliminary overview of the Eurotech Motorsports corporate identity ( I D). There are three (3) proposed desig n c andidates, each having a different personality a s s o c i a t e d a n d p o i n t - o f - v i e w. The three proposed desig n I Ds are: 1. S p r i n g L o a d e d 2. Rolling Rolling 3. Enclosure/ Cont ainer THOUGHTS ON DESIGN The desig n exploration lays the foundation for Eurotech Motorsports to communic ate i t s p o i n t - o f - v i e w a n d t o b u i l d i t s b r a n d a n d a s s e r t i t s l e a d e r s h i p i n t h e c o m m u n i t y. T h i s o v e r v i e w i s p u r e l y f o r d e m o n s t r a t i o n p u r p o s e s o n l y. In this overview, there is no exploration on color, but more towards the look and feel of the corporate identity and system, and how it fits with Eurotech’s future. The objective was to create an identity that exhibits long evity, that is classic, s i m p l e , a n d m e m o r a b l e . A l l c h a r a c t e r s o f a s t r o n g i d e n t i t y. C o l o r w a s u s e d i n t h e illustrations to demonstrate the application and implementation of the brand image. Further exploration and color palatte’s will b e covered in the nex t phase of desig n . The proposed desig ns have achieved various g o als and presents you with three distinct desig n directions which will help g et to the nex t level . Each of these explorations have different personalities and are suited to b e implemented across various marketing communic ations — from corporate st ationery, menus, t - shirts, lab els, brochures, postc ards and advertising , to the web and even interior desig n, and providing a meaningful coherence and relevance.
Desig n and executions exhibited within this document are exclusive rig hts of KO D E Associates, Inc . Not to b e distributed or used without the written consent from KO D E Associates, Inc . A l l r i g h t s r e s e r v e d . © 2 014 K O D E A s s o c i a t e s , I n c .
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E U ROTEC H MOTOR S PORTS
Spring Loaded The logomark takes a portion of a spring to create the letter ‘E’ while the ‘T’ is formed simply by a vertical stroke (suggesting a shock or McPhearson strut). This is purely an ornamental icon logomark which can be used by itself or as a lock-up with the company name. By using an automobile part, this implies that Eurotech is in the car business, either in retail or repair. This direction also pursues a different direction than most auto repair or parts company and approaches a fresh approach. Because the company name is unually long, a more narrow font was used, still classic and clean.
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Rolling Rolling A more direct ‘flat’ design approach. This logomark is more or less an ‘E’ in shape of a tire with a cut-out for the wordmark, eurotech motorsports in all lowercase letters. The horizontal line creates an area where text or other graphic elements can hang off of. The graphic ‘tire’ or circular with horizontal line can be used with or without the wordmark. When used without the wordmark, it becomes more unique and clearly spells out the lowercase ‘e’ letterform. Also, the center circle is a familiar icon for powering on electronic gadgets and computers.
eurotech motorsports
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Enclosure/ Cont ainer A box, a button, a container that can be flipped upside down and still read an ‘E’ within the reverse image. This is a simple look which will allow implementing the logo on several different pieces of collateral material will result in a clean look and takes are more European flavor. Other font types could be explored, although a more narrow, condensed font seems to fit better since the company name comprises several letters. The key to designing a cohesive wordmark is the integration and seamless look. Implementation will be critical when applying this to forms, stationery, websites.
EUROTECH MOTOSPORTS
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