stalwart/robust corporate identity

This is a concept project for portofolio purposes only.

I wanted to create and explore minimalistic design elements, and see how far they can be taken while avoiding unnecessary complexity.

name and logo

When creating a text logo, you obviously need a name first. For this I needed to have one that implied solidity, but not pompousness. Something that was reliable, but not overachieving. Something with correct amount of characters to be split in interesting ways.

"Stalwart" and "Robust" are synonyms, which is a perfect way to say something twice without repeating oneself. Both words also matched my criteria, and with an added slash I had 15 characters that would form up nicely into a 3 × 5 grid.

That grid could also be built into 9:16 vertical aspect ratio. Horizontal would also have been a possibility, but two orientations would add undesired complexity. In the age of smart phones verticality makes more sense.

typography

Conveniently, typography was determined by the logo design. It uses slightly modified Major Mono Display from Google fonts, thus making it easy to implement to websites as well.

For normal text I went with modern classic Roboto, as it is versatile on both screen and print.

colors

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rich black fogra 39
rgb 13 13 13
hex 0d0d0d
cmyk 40 40 40 100
nickel
rgb 117 114 108
hex 75726c
cmyk 50 40 45 30
slate gray
rgb 110 129 135
hex 6e8187
cmyk 55 35 35 25
copper
rgb 186 113 28
hex ba711c
cmyk 20 60 100 10
platinum
rgb 244 240 240
hex f4f0f0
cmyk 0 0 0 0
copper
opacity 100%
blend mode: screen

calling cards

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iconography

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imagery and brochure

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