A team of two Swedish designers known as ‘Bedow’ came to the university to give a lecture on their process of designing a company’s brand visual identity.
The first company shown in the lecture was a Swedish company called Adisgladis, an outdoor clothing and accessories retailer located in Stockholm. Adisgladis roughly translates to “Happy Adam” in English. Their USP is researching the market for new eco-friendly products. It is a company that likes to spread positivity and is all about positivity. There are 5 questions that these designers ask all of their clients before designing for them. I would think that they ask these questions as the answers to these questions guide them through the design process.
- What are we going to do?
- Who are we speaking to? (Target Audience)
- What is our mission?
- What is our core message?
- What feeling do you want to communicate?
- Visual Identity
- Modern consumers with environmental consciousness
- (I was unable to record this answer)
- positive thinking.
They came up with the tagline ‘Researching positive ways of living‘. The problem with the name for the designers was that it was quite silly and a little too childish, though the client was adamant that they wanted to keep the name. So instead of using the name for the logo they decided to create some type of symbol. They Used the letter ‘A’ plus an smiling emoji, [A+:)]. Even though they thought the name was childish they still decided to use a fun type of font for the logo. That in my opinion, looks quite childish.
Another key thing about this company is that it is known for using tubes as their visual persona. As the company is about research and tubes are used in scientific research. I think it its quite effective as it is very unique and playful. The shop front displays how playful it can be. It gives a friendly and positive aesthetic.
They also branded another Swedish Finance Company called Qapital. Who offer a financing service through a mobile application. Their main mission is to inspire people to save money. Their answers to the Five questions above were
- Visual Identity
- To make personal finance inspiring
Their solution was to create a Typeface that has an aesthetic based on Pie charts, as pie charts and graphs are used in finance and business a lot.
So the typeface is made up of a lot of simple shapes and with the simple shapes used in the typeface they also made illustrations for the brand.
They created the slogan “Save small. Live large” Which encourages people to save small amounts of money every month, so they can then save up to spend it on extravagant things.