Scarlet
The Mission
With the company splitting into two divisions, Scarlet VFX and Scarlet Raycast, Scarlet needed a new responsive logo design that could be used to represent any division within the company. I wanted Scarlet to look and feel like a B2B brand in order to resonate with their target market.
The Outcome
This project became a perfect example of how effective a simple logotype can be. Keeping away from trends, I aimed to build a lasting logotype that could survive in the visual effects industry. Due to the simplicity of the logotype, I forced myself to make up for this in its application. I also wanted Scarlet’s audience to subconsciously develop a connection with the brand colour, being able to recognise the brand without seeing the logotype.
Software Used
- Adobe Photoshop
- Adobe Illustrator
This was a passion project I worked on as part of my daily logo design challenge
SERVICES
Branding
Identity Design
CLIENT
Scarlet
DATE
2018-2019
overview
The Logotype & Icon
Scarlet needed to look and feel like a B2B brand in order to resonate with their target market. I settled on a logotype designed using the font Montserrat, slightly modified to create a simple geometric solution. I kept the brand name all lowercase to minimise negative space around the logo.
The brief required a responsive logo, so as well as designing the logos for the different divisions I also created an icon that should be used in small applications, making use of the negative space to create the illusion of an “S”.
The Font & Colour
My aim was to intentionally overuse the brand colour in order to allow Scarlet’s audience to develop a connection with this colour as much as the brand’s name. Hoping through use and brand awareness, this colour will be synonymous with Scarlet.
My inspiration came from the road stop signs, they make people stop and take note, this is the intended reaction I would like Scarlet’s audience to have whenever they interact with the brand.
details
Research
Research is a massive part of all my projects, and although this was a passion project, I still wanted to ensure I was creating a functional design solution.
I usually like creating mood boards for research, dragging and dropping images from google. When doing this, I am looking for working examples of simple, appropriate and functional branding for brand in their industry. It is also important for me to understand the audience of my client, with Scarlet being a B2B business, their new branding had to be able to thrive in that market.
The logotypes in this image are all companies in the same industry as Scarlet. They all use a bold, modern, geometric sans font that is legible, recognisable and memorable. Logotypes like these are timeless due to their simplicity.
PROCESS
Exploration and Modification in Illustrator
I jumped into Illustrator so I could quickly explore different solutions for the Scarlet logotype. From my research, I knew I wanted to use a modern serif type face much like other companies in the VFX industry.
I chose the Montserrat font because of is modern geometric qualities. I adjusted the kerning (space between the letters) to make the text more optically balanced and then added the responsive part of the logo. I done this by simply writing the name of the company division 3x smaller and right aligned under the logotype. Once i was happy with the design I started exploring brand colours.
PROCESS
Application
Overall, the final solution is simple but it was through the application of this branding that it started to take form.
Although this logotype was made as part of a design challenge, I still wanted to apply the branding to a range of mock-ups so I could prove to myself that the logotype was functional.
With Scarlet being a B2B visual effects company, I knew their branding should be presented using corporate mock-ups. My biggest challenge at this stage was getting the colour to match across all the images and even now I believe I could improve it a little.
