CLIMATECH 2.0
Issues
These initial design concepts for the look of the brand and advertisements were made as a jumping off point, but after some reflection and feedback, I wanted to re-work the design aspects such as colours, logo, typography to all better reflect the voice and positioning I intended for this brand Climatech.
Brand Attributes
I wanted to have a clear visual of what attributes my brand would hold. I believe this would help give Climatech a unified and cohesive personality I could rely on when creating the voice used throughout the advertisements and webpages for this brand. It is important to note that this is how the company sees themselves regardless of my aim to make this company look bad, they as a company would believe that these attributes are how the world would see them.
Tablestake Attributes - Attributes such as realistic, proactive and inventive are important and necessary for this brand to survive. Anticipating climate change needs and delivering quality and realistic products is the foundation of this brand and therefore are also the foundation of its attributes
Valued Attributes - These attributes show how the company would like to be seen to the public, being leaders in adaptive climate change technology through their passion for innovation, and helping create a better future.
Key Attribute - This is the most important goal to Climatech as a brand and company, they wish to be a profitable company through benefiting from the demise of our planet.
Mission Statement
Climatech seeks to soften the blow of climate change with our innovative and adaptable products. We at Climatech realize that climate change is on its way and we are committed to doing whatever we can to make your life easier everyday in every way.
Positioning Statement
Whether extremes temperatures, rising waters or severe storms Climatech is dedicated to bringing our customers reliable, useful and comfortable products meant to ease the hardships mother nature throws our way.
Colours
Originally I had chosen a primarily green palette due to the simple connection to environmental connotations, but after reading through a variety of colour branding resources I realized that I. needed my colours to better represent the vision of the company opposed to the content of the company.
I chose to pivot from a primarily green palette to a darker red as the connotations associated with red better align with Climatech's intended look and feel. Qualities such as passion and excitement are well represented through reds with both qualities being important , but red also holds an ability to communicate danger and warning which can act as a secondary effect when consumed by the consumer. I felt that using the power of red with a darkened shade would be much more representative of Climatech's intended presence rather than the healthy, hopeful and natural feeling that green brought to the table.
I wanted my brands colour palette to also include a variety of greys and black to be used to juxtapose the striking nature of the reds. Greys do an excellent job at communicating intelligence, strength and reliability which are all desired qualities that Climatech aspires to embody. These combined with the security, authority and substance that black brings in, I believe they both contrast and compliment the chosen reds to create an effective and intriguing colour palette.
Typography
When revisiting the typographic choices surrounding Climatech I decided that going with a more modern looking typeface could suit the tone and feel of what I envisioned for climatech. I went through a variety a modern styled display typefaces as well as some strong and bold slab serif typefaces all for their striking, impactful and unique look that would compliment the similar qualities Climatech embodies.
In the end I went with Spectral SC as the primary typeface due to its bold and impactful presence. The sharp serifs and consistent look throughout the glyphs matches well with the intended look of Climatechs brand.
As a secondary typeface I chose Verdana as it is a very legible typeface across both print and screen media. It is also considered one of the better typefaces to be used in accessible design. And its sans-serif nature compliments the sharp and distinct serifs used in the primary typeface.
Logo
Seeing as my first logo was created very quickly without much thought it was very necesarry to revisit and attempt to add much more reasoning and effort towards. I started by trying out a few different monograms with the letter Climatech seeing as the name is a conjunction of the words Climate and Technology. I noticed that one combination where the T was nestled inside the C looked very similar to the symbol for power across all electronics, although upside down.
I felt that the connection to the symbol of power was relevant to the nature of Climatech seeing as their products are a result of humans ever increasing needs for electricity, but what I really enjoyed about this concept was how the symbol looked like an upside down power button. Much like how an upside down cross symbolizes the anti-christ, my logo compromised of a manipulated letter C and T takes the concept of electrical power and shows the evil side of our consumption habits.
After deciding that I was happy with this concept I did a little exploration with line weights, end tips and different possible compositions just to get a better idea of some other possibilities and looks that this idea could take on. After creating a few iterations I choose 2 to move further and applied a few different colour combinations from the brands colour palette. The final choices can be seen in the bottom right of the image above.
