Last year I had the pleasure of working with AMD - one of the global leaders in high technology - on creating the logo for RED, a new division addressed to the South American market. A computer manufacturer and technology developer company, RED will produce high end servers, workstations, desktops, gaming workstations, gaming consoles and gadgets. They will also provide private cloud solutions.
Below you will see one of the proposals that I have worked on and presented.
Although RED is going to be incorporated and part of AMD, the project name and logo will be most often used without including the parent company name or logo.
Considering this, in order to keep a connection as strong as possible with the AMD umbrella brand I created the new RED logo symbol by using the AMD symbol parts and with their help I have created an R letter mark.
I started by exploring a few different possible constructions based on an uppercase R, considering even the possibility of including within in an abstract manner all the 3 letters of the new division name with the D letter doubling it’s role as a forward arrow.
In order to have a solid end result I have readjusted visually the width and length of the elements. Also, for the wordmark / logotype I have also researched a similar solution to the parent brand.
The RED project will have 3 product ranges, Gaming, Enterprise and Servers. For each of them the logo will be used in a dynamic form, updating the symbol fill and color in order to differentiate them: red for Gaming, dark gray for Enterprise and silver for Servers.
Client: RED / AMD | Deliverables: Logo design | Year: 2021 | Status: Proposal
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