Avarni

Their old brand identity design direction is modern, trustworthy, and innovative; however, there’s a lot of room for improvement, such as weak brand identity, no unique brand DNA, a confusing brand image, and overall, it doesn’t impress or create a strong connection with customers and users.

The new brand logo is modern, timeless, and easy to adapt to various sizes and applications. The logotype was created specifically for the brand. The logomark concept was formed by small rectangles representing data, together form the letter A. The equilateral triangle shape brings honesty, solidity, and stability to the whole look. And finally, the rounded corners of the logomark match the curves in the icon and logotype.

The primary color is black. According to my research, dark or black colors on screen produce less carbon than other colors. To represent our values of “Sustainability” and “Reducing carbon emissions", black is the best choice.

To provide the best reading and UI experience as well as match the logo, in this option, we choose the LL Circular family. The family includes various weights, ranging from light, book, medium, bold, and black, as well as italic fonts. When choosing a font, not only look for a font with perfect letters, spacing, and kerning but also a nice set of number designs since we will provide a lot of data reports to users.

The icon systems have a connection with the logo in terms of design. Taking the unique design of the logotype into the icons, with a distinctive curve in every corner, these icons serve the brand in UI design, reports, data, and social media posts.