After analysing my font choices I settled on Steiner Light. Out of all of the typefaces I had chosen previously it was the one that best fit the concepts of futuristic and machine looking qualities. Also as a type face it looked formal whilst still remaining stylised so it could both convey the companies' brand personality whilst fitting into the corporate environment it is designed for.
The next brand point that was essential for the bare bones design is the representation of the environment. The three brand 'points' to SGC are technology, future adaptability and environmentally positive solutions. The easiest and best way to do this is with the addition of colour- green = environment, it's a cultural connotation and so it would be silly not to use it.
For the layout and addition of colour my thinking was two fold. Add green to the smart- this demonstrates using environmental solutions to power and technology is the 'smart' decision. It also draws the eye to the word smart and the start of the logo allowing the eye to flow across the logo from start to end and places emphasis on the most positive word within the company title 'smart'.
The layout decision was based off of my favourite sketch/idea, I wanted to keep things simple. It was more an aesthetic choice over a conceptual one, the design already covered the three brand 'points' so I didn't want to confuse the design with unnecessary additions.
I did however toy, even in sketch mode, with the addition of the companies tagline 'smart thinking for a brighter future'. The tagline adds to the designs positive and futuristic tone. Using an conceptual idea from earlier I used italicised type to demonstrate momentum and the feeling of travelling towards the brighter, more environmentally and technical future SGC aims to provide.
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