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This next case study is a very thoughtful and academic design process. The client was Cyber Reliant, a communications and software tech startup, based in Annapolis, Maryland.
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The next example is a thoughtful and
academic design process.
0:00
Viewer be warned, the client was Cyber
Reliant, a
0:04
communications and software tech startup
based in Annapolis, Maryland.
0:08
The reason I mention the location is how
integral that was to our discovery.
0:13
While we were racking our brains to find
that perfect visual cue to
0:17
set us off, I began to look at the
etymology of the name.
0:20
What does Cyber Reliant mean?
0:23
Careful, this gets geeky.
0:27
When I started looking into the prefix
cyber, I learned what cybernetics meant.
0:30
The original Greek definition is, a rudder
or a captain of a ship.
0:35
This continued to unfold as cybernetics is
the
0:39
root of government, relating to a governor
or leader.
0:41
This kickstarted our minds into
reconsidering Annapolis
0:46
Maryland, the sailing capital of the
United States.
0:48
That was our visual cue, sails and boats.
0:52
Perfect.
0:56
The company's name and their location was
an inadvertent success story in itself.
0:57
Our only job beyond that was to continue
to develop the visual identity.
1:02
Cyber Reliant had three primary values to
their mission as a company.
1:07
So, we created a triangle mark that
1:11
reflected the concept of a rudder, or
sail.
1:13
The final mark is simple, and as timeless
as
1:16
possible, while still clinging to the
etymology and original research.
1:18
The typography was chosen to support the
mark and logo type vibe.
1:22
Soho and Soho Gothic, a slab serif and
sans-serif super
1:26
family, were chosen to create a unique and
tech-savvy appearance.
1:31
Soho is crisp and energetic, without being
the accent or emphasis of the brand.
1:35
This one family could carry all
1:40
the messaging through all typographic
communication.
1:42
As a side note, let your clients know
1:45
the cost of well-crafted typography before
they sign off.
1:46
Good fonts can cost $100 to several
thousand dollars, depending on
1:50
the number of users and final application,
whether print, web, or mobile.
1:54
Don't scare off your client for a good
font choice because of the price.
1:59
Quality will yield profit.
2:03
A simple purple gradient is the only
color, the
2:05
purple is unique and professional in a
stale tech industry.
2:08
A soft cream and deep gray complete the
color pallet.
2:12
Paired with a simple typography and a
limited color selection, the brand is
2:15
now confident to push into the market and
find success in consumer perception.
2:19
Now, not every name is going to be so rich
with possibility.
2:23
We were fortunate with that one.
2:27
But we have since included etymology as
necessary research
2:28
in our discovery document, in the brand
strategy stage.
2:32
As part of presentation and pitching
confident concepts, it is
2:36
important to educate your clients about
any of these research findings.
2:39
The more informed they are, the better
decisions they'll
2:43
make, and the better decisions they'll
help you make.
2:46
Keep them informed on the meanings
2:49
and connections of concepts and design
selections.
2:51
Here are some additional images of the
final brand.
2:54
[BLANK_AUDIO]
2:57
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