Reiform visual identity
Project overview
Reiform - is a Norwegian company delivering fitness equipment to workout from home. The brand was launching to help people keep fit during lockdown. The clientwas looking for deliverables that match traditional Scandinavian design. In spite of this the feeling around the whole project had to be light, energetic and very simple. Like orange juice.
We decided to combine the classic principles of Swiss layouts with modern color combinations trends to modernize the Scandinavian design tradition and make it suitable for sports related business.
The Client was looking for a few key deliverables:
Logo design;
Tone of voice and brand personality development;
Visual identity (typography, color palette, branded shapes, imagery);
Printed matter design;
Packaging design.
Imagery
The best decision was to start by looking for images that would not only convey the mood, but also be used for social networks, which are the main way to gettraffic to the web site. Images should convey a sense of Scandinavian style, an active attitude and a healthy lifestyle.
The logo's outline also served as the basis for highlighting the main graphic figures in the font. We have identified four repeating figures, which served as the basis for creating a pattern and will subsequently be used for packaging design.
Color palette and brand pattern
While working on imagery, we determined which shades work best for our purposes. We identified the repeating colors in the photographs, unified them, and transferred them to the Pantone codes, thereby obtaining our new color palette.
The logo's outline also served as the basis for highlighting the main graphic figures in the font. We have identified four repeating figures, which served as the basis for creating a pattern and will subsequently be used for packaging design.
Typography
For the logo design, we decided to use a font called Tw Cen MT. 20th Century was designed and drawn by Sol Hess in the Lanston Monotype drawing office between1936 and 1947. This is a face based on geometric shapes which originated in Germany in the early 1920's and became an integral part of the Bauhaus movement ofthat time. Form and function became the key words, unnecessary decoration was scorned. This clean cut, sans serif with geometric shapes is the most appropriatefor the Reiform logo design. We chose a font that could be well implemented in the Swiss layout and at the same time differed from popular fonts like Futura orHelvetica. 20th Century will be used for text that needs to be highlighted: headings, call to action text, slogans, etc.However, we have chosen a different font for the body text, since the regability of the 20th Century is not very good in small sizes. Gilroy fits perfectly into theidentity. It is used more for practical needs, but it also fits well into the dynamics of the Swiss style.
Logotype and brand patterns
The logo should be used carefully at low resolutions. Where it is necessary to preserve recognition, but it is allowed to neglect the full name, it is advisable to usea logomark. A set of brand figures and patterns based on them are created based on every second letter of the name. Thus, the pattern looks good along with thelogo and adds uniqueness to the design.
Brand identity on media
