Futuralis, cloud services, logo & brand identity design

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THE CLIENT, Futuralis is a global technology consulting firm raising standards in AWS cloud services &

modern application development. The tools to maximize your growth potential – As an Advanced tier partner our obsession is to help you deploy the power of Amazon Web Services.

MY ROLE was to redesign their existing logo, an abstract F letter, and to create a new brand identity and guidelines for the new logo. I have developed corporate patterns and illustrations as identity elements, I created a set of icons to be used in the website and on various other places and I have designed the website layout.

MY APPROACH and the chosen direction for the logo, was to create a new F letter mark showing evolution and digital transformation. A visual representation of the company motto ‘Elevate your business’.

I have accomplished this by using a blend progression from back to front, from a blueish purple to a dynamic red, in their transformation creating the letter F. The elements / stages that create the letter also represent the diverse modern services and applications offered by Futuralis, while the shape used to construct the symbol, the hexagon, is a reference to the AWS certified badge.

IDENTITY ELEMENTS For the brand identity design I took the main elements, the hexagon, the F symbol and the mark colors and built dynamic patterns and backgrounds that were used in the stationery design, in presentations and in the web design.

IDENTITY DESIGN The stationery design created for Futuralis: A4 letterhead, DL envelope, double sided business cards, pens, pencils, paper clips, USB stick, lanyard design - in all of them I have implemented the colors and geometric structure on which the logo mark was created.

ICONS SET As part of this brand identity design I have also developed an icons set to help visually identify and transmit the company values, services and solutions.

Besides the social media icons, I have created a set representing: Intelligent applications, Well architected review, Managed applications, Modern applications, Data & analytics, Business applications, Cloud Advisory, Managed cloud, 4-Step custom cloud application development package, Creative recruiting methodology, Amazon connect, AWS cost optimization, Security, Operational Excellence, Reliability, Performance efficiency, from which you can see some below:

CORPORATE PATTERNS and BACKGROUNDS As part of the identity design I have explored multiple corporate patterns and backgrounds that were later implemented in the stationery design, in the website layout and in the marketing communication materials.

THE WEB LAYOUT DESIGN was created brand oriented, combining the message and content with the newly created identity elements, using large headers, patterns and hexagon based constructions and illustrations within pages, even the buttons taking inspiration from the logo structure.

On the left you can see the final, approved design and on the right, on blue, a dark mode exploration for it.

THE BRAND GUIDELINES resulted into an extensive document including the logo presentation, it's structure, ways to be used and / or incorporated with dark and / or colorful backgrounds, the colors used in logo and in the surrounding identity while also including various illustrations and identity elements designed to sustain the logo and company message. It also included a in-depth presentation of the stationery design and how the printed materials can be created, an icon set developed to help the communication both online and on print and also the website layout grid and some of the on-brand web layouts that I have designed.

I invite you to see below some pages from the document:

COMMUNICATION I imagined various advertising layouts, posters, billboards where I've combined all the identity elements - the logo, colors, backgrounds, patterns, icons with the company messaging.

ANIMATION My friend and colleague Pieter Coenjaerts created a logo intro animation combining some of the elements that I have designed for Futuralis brand identity.