Highlights:

• Expanded a logo digitization request into a complete brand identity redesign.

• Designed a versatile logo with a “U” submark for flexible brand applications.

• Developed brand guidelines to ensure consistent use of logo, typography, and colors.

• Implemented typography to improve readability and brand consistency.

• Created a modern color palette with grays, orange, and blue accents.

• Built a scalable visual identity system for marketing, packaging, and digital use.

Situation
UST Trading approached me with the goal of digitizing their logo, presenting an opportunity to elevate their entire brand identity. The client wanted a visual presence that was cohesive, professional, and adaptable across various applications.

Task
My responsibility was to redesign the logo, develop a comprehensive brand identity, select appropriate typography, and create detailed brand guidelines. The goal was to establish a recognizable, consistent, and modern visual identity that accurately communicated the brand’s values.

Action
I carefully separated the letter “U” to serve as a versatile submark, enhancing the logo’s adaptability across applications. I guided UST Trading in selecting a modern, functional sans serif typeface, FF DIN, to ensure cohesion across all visual communications. I crafted detailed brand identity guidelines to maintain consistency in every interaction. To refine the logo, I applied precise kerning techniques, adjusting the spacing between each letter to improve readability and achieve a balanced visual weight. I also designed a color palette combining three shades of gray with a vibrant orange and a carefully chosen blue accent, creating a modern, dynamic, and versatile visual language.

Result
The outcome was a polished, professional, and cohesive brand identity that strengthened UST Trading’s visual presence. The logo’s improved readability, versatile submark, and consistent brand application established a recognizable and memorable identity, effectively communicating the brand’s values. Additionally, the successful project generated new branding opportunities from other companies, expanding my client portfolio and demonstrating the impact of a strong, adaptable visual identity.

Expertise:

Branding, Corporate Identity, Art Direction, 3D Modeling, Color Theory, Typography Selection.

Tools:

Adobe Photoshop, Illustrator, InDesign, Cinema 4D,

Keywords:

Construction - Road Safety - Protection - Business - Equipment- Safety - Materials - Distribution