Cyber Reliant, Early 20123:00 with Matt Yow
This next case study is a very thoughtful and academic design process. The client was Cyber Reliant, a communications and software tech startup, based in Annapolis, Maryland.
The next example is a thoughtful and academic design process. 0:00 Viewer be warned, the client was Cyber Reliant, a 0:04 communications and software tech startup based in Annapolis, Maryland. 0:08 The reason I mention the location is how integral that was to our discovery. 0:13 While we were racking our brains to find that perfect visual cue to 0:17 set us off, I began to look at the etymology of the name. 0:20 What does Cyber Reliant mean? 0:23 Careful, this gets geeky. 0:27 When I started looking into the prefix cyber, I learned what cybernetics meant. 0:30 The original Greek definition is, a rudder or a captain of a ship. 0:35 This continued to unfold as cybernetics is the 0:39 root of government, relating to a governor or leader. 0:41 This kickstarted our minds into reconsidering Annapolis 0:46 Maryland, the sailing capital of the United States. 0:48 That was our visual cue, sails and boats. 0:52 Perfect. 0:56 The company's name and their location was an inadvertent success story in itself. 0:57 Our only job beyond that was to continue to develop the visual identity. 1:02 Cyber Reliant had three primary values to their mission as a company. 1:07 So, we created a triangle mark that 1:11 reflected the concept of a rudder, or sail. 1:13 The final mark is simple, and as timeless as 1:16 possible, while still clinging to the etymology and original research. 1:18 The typography was chosen to support the mark and logo type vibe. 1:22 Soho and Soho Gothic, a slab serif and sans-serif super 1:26 family, were chosen to create a unique and tech-savvy appearance. 1:31 Soho is crisp and energetic, without being the accent or emphasis of the brand. 1:35 This one family could carry all 1:40 the messaging through all typographic communication. 1:42 As a side note, let your clients know 1:45 the cost of well-crafted typography before they sign off. 1:46 Good fonts can cost $100 to several thousand dollars, depending on 1:50 the number of users and final application, whether print, web, or mobile. 1:54 Don't scare off your client for a good font choice because of the price. 1:59 Quality will yield profit. 2:03 A simple purple gradient is the only color, the 2:05 purple is unique and professional in a stale tech industry. 2:08 A soft cream and deep gray complete the color pallet. 2:12 Paired with a simple typography and a limited color selection, the brand is 2:15 now confident to push into the market and find success in consumer perception. 2:19 Now, not every name is going to be so rich with possibility. 2:23 We were fortunate with that one. 2:27 But we have since included etymology as necessary research 2:28 in our discovery document, in the brand strategy stage. 2:32 As part of presentation and pitching confident concepts, it is 2:36 important to educate your clients about any of these research findings. 2:39 The more informed they are, the better decisions they'll 2:43 make, and the better decisions they'll help you make. 2:46 Keep them informed on the meanings 2:49 and connections of concepts and design selections. 2:51 Here are some additional images of the final brand. 2:54 [BLANK_AUDIO] 2:57
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