The client's rebrand objectives were to have a modern look and feel, provide a feeling of advancing and improving, and to transition to the AMCES acronym. They also wanted the new logo to feel connected with the original logo by having a similar triangle symbol as it is widely recognized within their field.
The branding process began with the creation of the new logo. I created a number of iterations of symbols based on the original blue triangle concept aimed at capturing the feeling of advancing, improving, and creating forward motion.
The final design features a triangle symbol made of three stripes, which create the feeling of advancing while representing the three layers of effective assoociations. It features simple, effective typography with clear hierarchy that allows for strong readability.
Chosen for its strong readability, Open Sans is a typeface that helps communicate well while staying versatile for variety of scenarios.
The colour palette was chosen to connect with the old brand while creating a softer, more approachable feel for the new brand.