A unique brand identity
Originally, CRES was only interested in a simple logo design, but we made it clear that an effective logo only has the desired impact as part of a broader consistent brand identity design, including guidance on colour use and typography.
Following discussion with Dr Siew and his colleagues we established that the identity should incorporate the key concepts of integration, sustainability and interactivity. To create branding that encapsulated this, we first presented the client with mood boards with various ideas.
From the client responses to the mood boards, it became apparent that the logo should be inspired by nature, although clichéd circles should be avoided. We thus proposed a logo design made up of differently coloured organic shapes. The colours of the shapes produced new colours when overlapped into what became affectionately known as the ‘blob’, which can be used as a graphic device throughout the branding.