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The advertising agency I worked for needed a new visual identity that would better match the company's values - personal, challenging, knowledgeable and build a new brand image. The project was carried out by a team of few designers. I received the final logo, symbol, color palette, and a new take on the name Picapoint, which was rooted in the past - how to measure pica or point in the digital world? In our industry we measure everything, but how to measure perfection or success? We wanted to build a profile around a marker/ruler and point that encompasses everything we are and want to be. We wanted the marker to change, be flexible and be used in different ways. As a counterpoint to the soulless digital world, a serif font was introduced to the logo. We wanted our profile to be complemented with an imperfect human factor. My role was to clarify the the brand's visual identity, develop decorative elements, establish rules for their use. Finally, creating a comprehensive brand guideline book with mockups and templates.
Keeping in mind the company's values and new philosophy, I created a dynamic, contrasting profile where the key visual was based on a marker/ruler and a point, scaled and presented in various ways, in different sizes, outlined or solid, cropped or whole. Abstract geometric compositions, animations, and interactions reflect our creativity, while imperfections and glitches introduce a human factor into the rigid digital world. For the headline font, I chose a serif font personalized with our custom typeface created by me. This added an unexpected element, a glitch, an imperfection typical of humans, making the headlines a striking, graphic decorative element. When developing the guidelines, I established rules for the use of the color palette, selected a suitable and readable body font, designed mockups, templates, and interactions.
