CASTRO enterprises

CASTRO enterprises"

Javier a defense contractor approached me for an identity for his startup sometime around Jan of 2013. From the get go the brief mainly asked for an identity that conveyed patriotism, trust and of course something that defined the solid foundation of the US defense in a way. The goal was to keep the identity simple and geometric to that of the shapes military equipments generally tend to follow where it's bold, solid, and very modern, sharp edges, symmetrical and so on. We spoke back n forth for like a month, had a ton of rejected concepts and finally ended up with this. Was a lot of fun brainstorming on this project.

Finalised Logo.

The type went through a ton of changes at the time. We tried a few geometric variations and then stuck with this designed by Iwan Reschniev as I hadn't seen too many people using it and felt it complimented the identity.

This was the original type (Trade Gothic) used which was rejected by the client. I personally felt this typeface complimented the mark as the mark was initially designed based on this typeface. The client had a certain liking for something that was very geometric like and something that had little to no contrast.

Icon set based on the US Armed Forces - Navy, Coast Guard, Marine Corps, Army and Air Force

Pattern for the stationery.

Basic Branding Guidelines Document that was incomplete as the company hadn't gone mainstream and as such I had no reason to put together the whole thing and have a pamphlet made as intended.

Rejected Concepts. ( Type for nearly all of the rejected concepts were merely roughs, nothing was final so what you see is just an experiment with the mark side by side). As far as the rejected concepts are concerned we went through a ton of revisions and I'm glad I did else there is no way to know what's good and what's not unless you completely reach a saturation point and then take a long break and then go back to the artboard to see what works and what doesn't.