A new start-up, Acme eyewear, needed work for their branding strategy and the objective was to design a consistent brand identity, starting with the logo. The whole project involved brainstorming, logo designing, and developing a brand book to guide the client in using the logo according to the context.

The brand prioritized modern and simplistic visuals in terms of the creative direction. With that vision in mind, I wanted to focus on highlighting essential details through the logo design: the company's name and its product. This provided a clear and clean visual message of who they are and what they do.

The logo is consisted with two components: the logotype and symbol. The logotype uses Raleway Medium typeface with customized kerning between the letters. Dotted lines in the image above served as indications of the symbol’s position in relation to the type. Dashed lines show the proposition/ width of the symbol was measured up to the space of letter “C”.

The above images are snippets from the brand guidebook. It was intended to show the creation and story of the logo, but also laid out rules and technical information for future references.