Moving Brands is one of the very successful and top agency which developed a lot of great identities. Their works are very inspiring and interesting, especially you can learn a lot from the process of how they developed a brand. Here with of the interesting branding design that i in love with – WATERMARK. Let’s find out how they created this superb identity.
The concept of ‘emanating’ guided our visual direction. The way a drop forms ripples in a pond, or the way a boat causes a wake in its trail both became strong images to convey the sense of emanating, as well as referencing their new name. The mark represents this sense of ‘emanating’ as it grows, from one line to four, as in a ripple effect. The typeface used for the word mark is Aktiv Grotesk. This modern sans serif was selected to complement the classic mark. The secondary typeface Walbaum was chosen for its elegance and personality, and to provide a traditional contrast to the modern character of Aktiv Grotesk (a welcome alternative to Helvetica). A monochromatic palette was selected to clearly set a hierarchy of information, important to an audience that has no time to deal with clutter. Using black and white ensured a sense of sophistication, and conveys a personality that is clearly differentiated from its competitors, who uniformly use pinks and blues. The brand identity system included symbol, wordmark, colour, type, imagery, animation and film as well as marketing and communications plans to ensure the correct messaging and tone of voice.