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The next example is a thoughtful and
academic design process.

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Viewer be warned, the client was Cyber
Reliant, a

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communications and software tech startup
based in Annapolis, Maryland.

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The reason I mention the location is how
integral that was to our discovery.

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While we were racking our brains to find
that perfect visual cue to

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set us off, I began to look at the
etymology of the name.

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What does Cyber Reliant mean?

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Careful, this gets geeky.

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When I started looking into the prefix
cyber, I learned what cybernetics meant.

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The original Greek definition is, a rudder
or a captain of a ship.

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This continued to unfold as cybernetics is
the

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root of government, relating to a governor
or leader.

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This kickstarted our minds into
reconsidering Annapolis

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Maryland, the sailing capital of the
United States.

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That was our visual cue, sails and boats.

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Perfect.

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The company's name and their location was
an inadvertent success story in itself.

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Our only job beyond that was to continue
to develop the visual identity.

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Cyber Reliant had three primary values to
their mission as a company.

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So, we created a triangle mark that

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reflected the concept of a rudder, or
sail.

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The final mark is simple, and as timeless
as

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possible, while still clinging to the
etymology and original research.

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The typography was chosen to support the
mark and logo type vibe.

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Soho and Soho Gothic, a slab serif and
sans-serif super

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family, were chosen to create a unique and
tech-savvy appearance.

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Soho is crisp and energetic, without being
the accent or emphasis of the brand.

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This one family could carry all

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the messaging through all typographic
communication.

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As a side note, let your clients know

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the cost of well-crafted typography before
they sign off.

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Good fonts can cost $100 to several
thousand dollars, depending on

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the number of users and final application,
whether print, web, or mobile.

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Don't scare off your client for a good
font choice because of the price.

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Quality will yield profit.

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A simple purple gradient is the only
color, the

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purple is unique and professional in a
stale tech industry.

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A soft cream and deep gray complete the
color pallet.

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Paired with a simple typography and a
limited color selection, the brand is

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now confident to push into the market and
find success in consumer perception.

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Now, not every name is going to be so rich
with possibility.

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We were fortunate with that one.

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But we have since included etymology as
necessary research

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in our discovery document, in the brand
strategy stage.

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As part of presentation and pitching
confident concepts, it is

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important to educate your clients about
any of these research findings.

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The more informed they are, the better
decisions they'll

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make, and the better decisions they'll
help you make.

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Keep them informed on the meanings

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and connections of concepts and design
selections.

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Here are some additional images of the
final brand.

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[BLANK_AUDIO]