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Corporate Identity
Astrum Technologies are a B2B software solution specializing in M2M hardware, embedded software, and cloud-based back-end data-processing products. The design followed suit. Some thorough research gave me the tools to not only design a visually appealing brand identity, it also gave me insight into what the business wishes to portray. This design formed part of a 2 phase project. The second phase a brand new website. Viewable here: Astrum Technologies Website Design.
A few hours of research gave me more than enough to get a concept that works for the brand. The logo icon signifying the connectors on a circuit board, the main product that the company sells. Abstract yet recognizable, the design stays within acceptable guidelines yet still breaks free conceptually.
The font used is a direct descendant of the first ever digital font displayed on a computer. Not immediately recognizable, the attention to detail gives the final design much more sustenance than an average logo.
Behind the scenes
The brand identity draws the line between success and failure. There are a considerable amount of new companies popping up in the market. What that entails is an exorbitant amount of brands flooding our visual periphery. And in saying that, a brand needs to establish itself as professionally as possible.
Color choice
Primary Color
Establishing color early on will prove a huge success for any future branding. The above is a Pantone specific color palette for the brands primary color scheme. This is the most recognizable color of the company's visual communication.
Secondary color
Having two colors as the brands positioning is ideal for any future marketing and branding. The secondary color scheme is meant as a support color for our primary brand color scheme. Both primary and secondary equally compliment each other.
Primary & Secondary color usage
The brand identity draws the line between success and failure. There are a considerable amount of new companies popping up in the market. What that entails is an exorbitant amount of brands flooding our visual periphery. And in saying that, a brand needs to establish itself as professionally as possible.
A representation of how each color visually compliments the other. Should primary be used on secondary, the logo is still clearly visible and becomes the focus of the final design.
Subsequently, the alternative color scheme works equally well and places emphasis on the most desired asset.
An early understanding of different media types and knowledge that a brand needs to be malleable enough to still remain professional on different forms of marketing material is a must. Where the design calls for it, a separate logo was designed for landscape application. A good example of this would be letterheads.
The preferred way of logo application would be portrait. This is the main brand orientation. Should the landscape option be used, the brand still retains it's visual identity without any loss to professionalism.
Icon vs Text
Each individual part of the logo is conceptually designed to suit the brand's main selling point. The icon is a visual representation of the connectors on a circuit board, similar to the company's main product offering and hints, although in a more appealing way at that.
The logo-text is equally as conceptual as the icon. With some research, the brand font takes it's inspiration from the first ever digital font created and displayed on a computer. This gives the brand longevity and a more meaningful form of communication.
Greyscale/Black & White
Taking as much into consideration as possible. The logo still retains it's identity when used on either black or white. An often overlooked aspect for any logo design, yet an extremely important consideration.
Considering the number of documents a company prints, a black and white logo assures all of those documents are displayed correctly. Never jeopardizing the company's professional representation.


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Jump into this swirling tapestry of Grateful Dead fun. A staff favorite, this tapestry has a rainbow spiral of dancing bears.... dancing to the immortal tunes of the Dead, of course! Oh, and did we mention that this tapestry is 3D!!!
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Stealie turns 50!! Established in 1965, the Dead have been legends in rock n' roll history inspiring a generation to commit themselves to peace, love and rocking out! Be a part of ensuring that this unique time in history lives on with this 50 Years with the Dead celebration tapestry.
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Since 1965 the Dead have inspired countless with their jam rock and dedication to love, peace and good times! Memorialize this iconic band with this 50 year celebration tapestry featuring no other than the Grateful Dead's Rosie. Select "With" under the Glasses drop-down menu to experience the added 3D wow factor!