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Crest Visual Identity

Branding and Visual Identity

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PROJECT BRIEF

The challenge was to establish the visual identity of a fictional outdoor sporting goods brand including logo, app icons, and a style tile. I chose to design the logo for an environmentally responsible surfing gear and equipment company, which donates 50% of its net profits to ocean conservation efforts. 

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Who are we?

We are a surfing fashion brand that provides premium gear and sustainable equipment to keep you and the ocean safe and stylish.

 

NAME AND LOGO DESIGN

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I wanted the name to capture the inspiring beauty, raw strength, and the calm stillness of the ocean. The peak of the curvature of a wave at its highest point is known as the crest. After experimenting with various names, I chose this one due to its powerful and yet simple connotation. 

For the logo design, I decided to use a symbolic representation of a wave which also serves as a metaphor of the first alphabet of the brand name to emphasise brand recall. 

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FINAL LOGO AND WORDMARK

For the Wordmark typeface, I chose Bodoni 72 Book Italic due to its elegant edges and smooth curves, which references the classic beauty of the oceanic environment. The first alphabet of the Wordmark draws parallels to the logo with its resemblance to the repetitive cycle of incoming tidal waves.

For the Logo design, I incorporated the essential elements of the surfer and the sea. After trying out various colours and shapes, I decided on a clean minimalistic look using shading and form to define the various key elements.  

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COLOUR AND TYPOGRAPHY

Since Crest is an environmentally and fashion-conscious company, I wanted the colours to be bold, unique, and cool, reminiscent of the sea at night. I used turquoise as the dominant colour with its various shades across the spectrum from light to dark. There is also a translucent gradient added to the colour to represent the gleaming oceanic waters in moonlight. 

Regarding typography, I chose a serif font for the heading, and a sans serif font for the sub-heading and body text. Garamond was selected for its classic and clean look, and Avenir for its confidence and forwardness.  

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STYLE TILE

To complement the colours and typefaces, I used curved lines in the styling of the UI elements to create a feeling of energetic movement. The icons are minimalistic with strong dark lines to establish solidity amidst the motion. The imagery focuses on the force of nature enhancing the user’s experience of the power of the ocean. 

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APP ICONS

The IOS and Android App Icons have subtle differences, IOS is flatter and less contrasted as compared to the Android icon with more depth and darker cast shadows. I used a monotone for the background to draw attention to the main logo motif and also to reference moonlit night sky. 

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