| Title | INDEPENDENT IDENTITY |
| Brand | OTVETDESIGN |
| Product/Service | NEW BRAND IDENTITY |
| Category |
A02. Rebrand / Refresh of an existing Brand |
|
Entrant
|
OTVETDESIGN St. Petersburg, RUSSIA
|
|
Idea Creation
|
OTVETDESIGN St. Petersburg, RUSSIA
|
|
Production
|
OTVETDESIGN St. Petersburg, RUSSIA
|
|
Post Production
|
OTVETDESIGN St. Petersburg, RUSSIA
|
Credits
| Daria Budkina |
OTVETDESIGN |
3D designer |
| Vladimir Fedoseev |
:OTVETDESIGN |
Creative Director |
| Ivan Petrov |
OTVETDESIGN |
Art Director |
| Denis Emelin |
OTVETDESIGN |
Video maker |
Background
There is always room for variation in life. In the life of a branding agency logo - even more so.
Otvetdesign decided not to be shy when redesigning the identity and created a branded font with many combinations. The letters can be written in very different ways, but together they always form a familiar image.
Identity is a set of rules that visually reflects the brand’s essence. True, rules are perceived as something stable and consistent. On the other hand, being independent of any rules sounds truly exciting and ambitious. Identity can also be independent; the trick is to stop looking out for what the industry experts say, to go beyond the dos and don’ts and be free to express oneself.
Describe the creative idea (40% of vote)
Solution
An independent identity with a life of its own. It is totally diverse – strong willed, resentful of being told what to do, always choosing its own shape and always making it work while at the same time staying true to itself – distinctive, unique and consistent.
Independent of visual dictatorship
Independent of formalistic concepts
Independent of business conventionality
Independent of opinions and judgements
Independent of perception laws
Independent of objective reality concepts
Independent of customers’ attitudes
Describe the execution (40% of vote)
Specifics
The identity is based on a jobbing typeface with four fonts that totally go together. Each corporate identity media now has a unique design that that is independent and at the same time is perceived as semantically related to a strong and seamless identity.
List the results (20% of vote)
Implementation
In each individual type of media, the corporate identity communicates its independence through transforming narratives and shapes.
Every item is matched with a distinctive word that conveys the essence and the mood of the item. However, it is the identity that chooses the right word and what shape it will take. So the letters in the initial word transform into a different meaning while the number of characters remains the same.