1 minute read
Brand Archaeology
from BrandX
by Zoe Reifel
We started our brand development process by analyzing the elements of two existing brands, Vodafone and Three. Side by side, we compared the evolution of their logos, colors, products, communications, and more. This gave us a foundation of what makes up a brand’s identity. Going forward, we were able to apply our fndings to our own brand.
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Name & Symbol
The process of selecting a name was one of the most diffcult aspects of the project. We knew we wanted it to be short and a bit abstract, but still have some meaning. Our group sat around a table for a few hours throwing out syllables and ideas, originally choosing “Creo,” which was then used to test out different typefaces and visual styles. We then switched to “Makr:” after fnding Creo too childish. 14
PRIMARY WORDMARK & LOGO
makr:
SECONDARY LOGO
Here it was tricky to make decisions that balanced timeless and trendy design in an effort to keep with looking to the future.
Name, typeface, and graphic ideas.
