1 00:00:00,370 --> 00:00:04,630 The next example is a thoughtful and academic design process. 2 00:00:04,630 --> 00:00:08,330 Viewer be warned, the client was Cyber Reliant, a 3 00:00:08,330 --> 00:00:13,400 communications and software tech startup based in Annapolis, Maryland. 4 00:00:13,400 --> 00:00:17,650 The reason I mention the location is how integral that was to our discovery. 5 00:00:17,650 --> 00:00:20,750 While we were racking our brains to find that perfect visual cue to 6 00:00:20,750 --> 00:00:23,906 set us off, I began to look at the etymology of the name. 7 00:00:23,906 --> 00:00:27,320 What does Cyber Reliant mean? 8 00:00:27,320 --> 00:00:29,020 Careful, this gets geeky. 9 00:00:30,160 --> 00:00:35,030 When I started looking into the prefix cyber, I learned what cybernetics meant. 10 00:00:35,030 --> 00:00:39,270 The original Greek definition is, a rudder or a captain of a ship. 11 00:00:39,270 --> 00:00:41,650 This continued to unfold as cybernetics is the 12 00:00:41,650 --> 00:00:46,140 root of government, relating to a governor or leader. 13 00:00:46,140 --> 00:00:48,750 This kickstarted our minds into reconsidering Annapolis 14 00:00:48,750 --> 00:00:52,570 Maryland, the sailing capital of the United States. 15 00:00:52,570 --> 00:00:56,030 That was our visual cue, sails and boats. 16 00:00:56,030 --> 00:00:57,220 Perfect. 17 00:00:57,220 --> 00:01:01,569 The company's name and their location was an inadvertent success story in itself. 18 00:01:02,600 --> 00:01:06,080 Our only job beyond that was to continue to develop the visual identity. 19 00:01:07,630 --> 00:01:11,680 Cyber Reliant had three primary values to their mission as a company. 20 00:01:11,680 --> 00:01:13,360 So, we created a triangle mark that 21 00:01:13,360 --> 00:01:16,670 reflected the concept of a rudder, or sail. 22 00:01:16,670 --> 00:01:18,780 The final mark is simple, and as timeless as 23 00:01:18,780 --> 00:01:22,820 possible, while still clinging to the etymology and original research. 24 00:01:22,820 --> 00:01:26,850 The typography was chosen to support the mark and logo type vibe. 25 00:01:26,850 --> 00:01:31,170 Soho and Soho Gothic, a slab serif and sans-serif super 26 00:01:31,170 --> 00:01:35,380 family, were chosen to create a unique and tech-savvy appearance. 27 00:01:35,380 --> 00:01:40,610 Soho is crisp and energetic, without being the accent or emphasis of the brand. 28 00:01:40,610 --> 00:01:42,120 This one family could carry all 29 00:01:42,120 --> 00:01:45,040 the messaging through all typographic communication. 30 00:01:45,040 --> 00:01:46,740 As a side note, let your clients know 31 00:01:46,740 --> 00:01:50,980 the cost of well-crafted typography before they sign off. 32 00:01:50,980 --> 00:01:54,780 Good fonts can cost $100 to several thousand dollars, depending on 33 00:01:54,780 --> 00:01:59,960 the number of users and final application, whether print, web, or mobile. 34 00:01:59,960 --> 00:02:03,710 Don't scare off your client for a good font choice because of the price. 35 00:02:03,710 --> 00:02:05,830 Quality will yield profit. 36 00:02:05,830 --> 00:02:08,640 A simple purple gradient is the only color, the 37 00:02:08,640 --> 00:02:12,450 purple is unique and professional in a stale tech industry. 38 00:02:12,450 --> 00:02:15,580 A soft cream and deep gray complete the color pallet. 39 00:02:15,580 --> 00:02:19,310 Paired with a simple typography and a limited color selection, the brand is 40 00:02:19,310 --> 00:02:23,950 now confident to push into the market and find success in consumer perception. 41 00:02:23,950 --> 00:02:27,200 Now, not every name is going to be so rich with possibility. 42 00:02:27,200 --> 00:02:28,860 We were fortunate with that one. 43 00:02:28,860 --> 00:02:32,470 But we have since included etymology as necessary research 44 00:02:32,470 --> 00:02:36,030 in our discovery document, in the brand strategy stage. 45 00:02:36,030 --> 00:02:39,260 As part of presentation and pitching confident concepts, it is 46 00:02:39,260 --> 00:02:43,130 important to educate your clients about any of these research findings. 47 00:02:43,130 --> 00:02:46,010 The more informed they are, the better decisions they'll 48 00:02:46,010 --> 00:02:49,330 make, and the better decisions they'll help you make. 49 00:02:49,330 --> 00:02:51,060 Keep them informed on the meanings 50 00:02:51,060 --> 00:02:54,480 and connections of concepts and design selections. 51 00:02:54,480 --> 00:02:57,006 Here are some additional images of the final brand. 52 00:02:57,006 --> 00:03:00,819 [BLANK_AUDIO]