Logo and Brand Identity: Bluefish Consulting
Organization: English content service provider that helps Taiwanese businesses reach international clients through technical documentation and promotional copywriting.
Challenge: Develop a complete brand identity, including logo design, business card, website layout, animation and soundtrack. The brand personality was simple, professional, approachable, and trustworthy. The identity should use blue for the colours and should not include an image of a fish. Everything was to be English with accompanying traditional Chinese language.
Solution: For the logo, only a few concepts made it to the sketchbook. The strongest concept was a single font in two colours and no space between the words. The unique roundedness of the DF667 Chlorine font was simply stunning, and had a friendliness that seemed to swim underwater. The row of random yet ordered dots represent a kind of technological code, and look like the bubbles that a digital fish would make!
I chose a deep blue, a cyan blue, and a cool grey. The website and animation had a bright orange added to attract the eye to certain texts. The website mimicked the roundedness of the logotype, and each page was presented as a file folder to symbolize corporate documentation.
The animation showcases the company’s services and customer benefits. Created in Adobe After Effects, I tied in the brand’s colours, fonts, and overall feeling. The soundtrack is a groovy tune meant to motivate people, and incorporates friendly sounds like the double-bass and other string instruments.
In the video, after a few words on the value of quality content, unexpectedly, the background flips to white and the drumbeat kicks in. Here, the scene is set for presenting what Bluefish does and has to offer. In the end, a crescendo, peaking when the logotype suddenly appears. The website fades in as the music fades out.
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