RGB Graphics
Rebranding of an outdoor media agency
I was approached with a request to completely redesign the company. Essentially, it needed a unified corporate style from scratch. Company also needed the reinvention of the logo and website, print media and presentation design and its first brand book. The existing logo lacked a symbol and there was no unified style. Everything looked outdated, disjointed, and negatively impacted company recognition.
Challenges and goals
The goal was to stand out, preferably using trends. At the same time, it's important to maintain simplicity and exude confidence and security.
The company name literally dictated specific imagery for the logo. All that remained was to integrate them in a sophisticated way.
The new system is designed to refresh the company's image and provide a distinctive look among competitors. Frankly, the result seems to be the most friendly design on the market.
The company name literally dictated specific imagery for the logo. All that remained was to integrate them in a sophisticated way.
The new system is designed to refresh the company's image and provide a distinctive look among competitors. Frankly, the result seems to be the most friendly design on the market.
На старте всё выглядело примерно так:
Поиск и решение
The market is highly specialized and conservative. Major players have been familiar with each other for long, so there is almost no desire to stand out by following trends. Competitors' identities are dominated by dark blue, purple, and orange shades. This allowed me to logically build a color system based on RGB palette (red, green, and blue), stand out, and create a clear association.
The basic graphic unit is pixel - so is in the conception. A square, an equilateral diamond, both with rounded corners, and a circle, a shape that complements the friendly, flexible design of all elements.
The typography is based on a modern, flat grotesque. This allowed the brand to simultaneously distance itself from outdated market solutions and appear contemporary.
As a result, a generative identity was developed. Several logo variants became equivalent, and together they formed the basis of an animated logo.
The basic graphic unit is pixel - so is in the conception. A square, an equilateral diamond, both with rounded corners, and a circle, a shape that complements the friendly, flexible design of all elements.
The typography is based on a modern, flat grotesque. This allowed the brand to simultaneously distance itself from outdated market solutions and appear contemporary.
As a result, a generative identity was developed. Several logo variants became equivalent, and together they formed the basis of an animated logo.
Generative logo
Since the company operates in outdoor advertising, the logo needed to be noticeable in various urban environments and under different lighting conditions. This principle was adopted as the core design principle.
"Day" and "night" versions of the logo were created: a pastel version on a light background and a saturated version on a dark background. The versatility of logos also allows to use different versions of them separately in different areas of the company's activities (events, customer service, social media).
The main version combines the logo and the company's name, but for compact media, shortened square versions were created based on the alliteration of the first letters in the company name, RG GR. Including animated and monochrome versions, the system includes 16 logo configurations.
"Day" and "night" versions of the logo were created: a pastel version on a light background and a saturated version on a dark background. The versatility of logos also allows to use different versions of them separately in different areas of the company's activities (events, customer service, social media).
The main version combines the logo and the company's name, but for compact media, shortened square versions were created based on the alliteration of the first letters in the company name, RG GR. Including animated and monochrome versions, the system includes 16 logo configurations.
Algorithm of choosing a correct logo
Release list
- A generative logo, its "dark" version, and 14 more static logo variants
- Company's first brand book. The brand book describes the colors, shapes, proportions of logos, text boxes, and element configurations across various media.
- Company website design (compiled in Tilda)
- A key presentation for clients with information about the company's services
- Templates for paper letterheads and roll-ups for events
- Template design for the company's posts in social media
- Concepts for souvenir products (merch)
- A separate case involved the design of a stand and merch in the style of a themed medieval event. Despite the modern foundation of the new identity, the elements were seamlessly integrated into the existing visual system.
Merch design
Project transfer
The project was handed over in stages. The brand book included simple guides on the use of shapes and colors for various media. After the website launch, there was a support period during which minor details were refined.
During this same period, a special project for a specialized exhibition was implemented: a stand design in a medieval style. The goal was to combine a modern identity with historical motifs.
A key element was the back wall featuring a schematic map of Moscow and the location of the company's facades. A "coat of arms" was also developed as a reference to the heraldic culture of the chosen era, as well as the design of coffee cups and handouts.
The gallery shows a rough draft of the stand. The squirrel is the mascot of the company's social media. It was retained as a separate symbol outside of the new style.
During this same period, a special project for a specialized exhibition was implemented: a stand design in a medieval style. The goal was to combine a modern identity with historical motifs.
A key element was the back wall featuring a schematic map of Moscow and the location of the company's facades. A "coat of arms" was also developed as a reference to the heraldic culture of the chosen era, as well as the design of coffee cups and handouts.
The gallery shows a rough draft of the stand. The squirrel is the mascot of the company's social media. It was retained as a separate symbol outside of the new style.
Approximate appearance on company's facades
Customer reviews
