Vujadeacute; by Michiel Koers

ASSIGNMENT
I was asked to design a identity system for Vujadé, a training and communication advise company. The only constraints I had where in the briefing: The company wanted its identity system to look modern and a bit obstinate (in a positive way, i have quite a hard time finding the correct word for this).

SCHOOL
Saxion Hogescholen
Enschede

COURSE
Graduation Internship

INSTRUCTOR
Ewald Klein Herenbrink, Remy Bosch

Approach

I started by sketching to generate lots of ideas. Most of them had something to do with transportation, since Vujadé helps it’s clients to move in a new direction, past old communication problems. I wasn’t really getting anywhere good. Then I thought of using a key and a keyhole as a metaphor for helping clients get past their problems. I didn’t really like that either. Finally the idea of using a labyrinth struck me, and I really liked it. It symbolises the search for solutions to the communication problems clients have. I discovered that not being satisfied too early can steer your design in complete different directions than you first thought you would arrive at.

When I had an idea of the direction I wanted to take the design I started looking for a cool typeface. I could go pretty wild with them, since the clients asked for the identity to be a bit obstinate. Nothing was too weird. I chose a cool looking, square font to mimic the different roads in a labyrinth.

After a lot of fine-tuning I arrived at the final logo and started to design the stationery, site and twitter page. For this I had to create a way to incorporate the labyrinth in a subtle way in the design, without it becoming to distracting. You can see the result on the back of the business card, for example.

Sketches and Process

A selection of sketches.

The top image is a rough version of the logo. On the bottom the final version of the logo after refinement. Some of the changes made: adding counters to the letters, redrawn V and apostrophe on the e, improved tracking and using thinner lines for the labyrinth.

Solution

Stationary.

A closer look at the letter paper..

A closer look at the business card.

Website.

Twitter Page.

Michiel Koers’s Website