Deformup

Visual Identity

Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design

Industry

Upcycled interior design

Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design

Location

Wallonia, Belgium

Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design

Website

deformup.com

Deformup Background  | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
Deformup Logo | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design

Deformup aims to transform furniture and interior decoration with products that are not only eco-responsible, but also aesthetic and design. These products come from the recovery and transformation of unused or discarded materials and objects, such as bottles or recycled one's like glasses, candles, etc.


In preparation for the launch of the online store and the crowdfunding campaign, the design of a visual identity that reflects the values and mission of the brand is taking its interest.

 THE SCOPE OF THE PROJECT 

Geometric Shape | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
The aim

Increase the credibility of the brand and ensure that the brand image justifies the price of the products. In addition, Deformup must differentiate itself from the competition.

Geometric Shape | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
The objectives

The visual identity designed must:

  • reflect the brand's values

  • be consistent with the company's mission

  • be unique and attractive

  • be adaptable to any use

  • convey emotion

Geometric Shape | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design

PHASE 01. Brand Consultation

As always, I like to start each project with a solid understanding of the brand's mission, audience, and competition.

 

In this case, the founders of Deformup had already established a clear mission, fixed values of the brand and had a clear image of their competitors.

Together we redefined the brand's personality, fine-tuned the personas, and selected the style of their visual identity.

VALUES

Transparency
Participation
Responsibility
Serenity

PERSONALITY

Ambitious
Creative
Passionate
Inspirational
Benevolent

STYLE

Unrefined
&
Minimalist

with

a creative touch

ARCHETYPE

Creator
&
Innocent

moodboard.png
The mood board
Geometric Shape | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design

PHASE 02. Logo Concept

Geometric Shape | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design

THE MESSAGE BEHIND THE LOGO

“Giving a second life to an object while respecting its history”

Deformup Logo | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design

 BEHIND THE LOGO 

Focus on Phoenix | Deformup Logo | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
THE PHOENIX

This mystical bird is the source of inspiration for a number of stories.
It rises from the ashes, consumed

by its own flames, thus taking on the symbol of renewal.


The phoenix is also perceived as a benevolent bird and bringing serenity.

Geometric Shape | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
Focus on Phoenix | Deformup Logo | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
Phenix icon

+

Respect Icon
Circle

+

The phoenix bird in a position of respect.

Designed in a circular shape to represent the earth and the cycle of a material being upcycled to a new useful product.

Focus on Typography | Deformup Logo | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
LABOR UNION SMALL

This typography, designed by McLetters, was made to complement the logo of the “Students for Labor Action”  group at Ithaca College. They are fighting for the fair treatment of college employees.

Similarly to how important it is for Deformup to have valuable relationships with their employees, partners, and collaborators. 

Geometric Shape | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
Focus on letter modification | Deformup Logo | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
BRANDED LETTERS

Custom modification to make it unique and recognizable.

The arrows point upwards to represent the ambition of the brand and its founders.

Geometric Shape | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
A responsive logo that will adapt to any scale and support.
Deformup Logo | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
Deformup Logo | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
Deformup Logo | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
Deformup Logo | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
Deformup Logo | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
Geometric Shape | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design

PHASE 03. Visual identity

Because a brand is more than just a pretty logo, we expanded the brand identity with additional elements, such as:

This colour palette is inspired

by the vintage industrial style.


Neutral colours, which give the composition a raw look and are reminiscent of craftsmanship, further emphasize the accent colour, orange, to attract attention and give a touch of creativity.

Knowing that they will shortly have an e-shop, we also added green and red colours that work well with the rest of the palette. Although not part of the brand's colours, these will be used for notification or error message on their website.

Geometric Shape | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
Deformup Brand Color | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
THE COLOUR PALETTE
Deformup Brand Color Mockup | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
Deformup Brand Color Mockup | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design

To get an idea of how to apply the brand colours in a composition harmoniously and to stay in the brand visual identity, we use the 60-30-10 rule. Which gives a guideline on how to use the brand colours but is not to be taken as an obligation.

Geometric Shape | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design

60%

of the composition uses one of these colours.

Ex. for backgrounds

Geometric Shape | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design

30%

Colours for typography, layout, etc.

Geometric Shape | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design

10%

Accent colours

We also defined a few colours combination that would mix well and that would stay in the brand's visual identity. These combinations can be used to decide on the colours of the background, the text, and other decoration elements of a composition.

Deformup Brand Color Combinantions | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
THE TYPOGRAPHY

The selection of typography was very important to the visual identity of this brand, in order to accentuate the style we defined at the beginning : unrefined and minimalist with a creative touch.

To accompany the unrefined and energetic LABOR UNION SMALL typeface used in the logo, we opted for a reliable and minimal font family, such as the ones in the ROBOTO typeface.

Together, they ensure a dynamic visual and great readability, flexible enough for any purpose, from marketing material to legal documents.

Typography Mockup  | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
Labor Union Small

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
0123456789
Roboto Slab

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
0123456789
Roboto Mono

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
0123456789

To give a guideline on how to use these typographies together, we defined three typography systems of different scale to adapt to the different use the brand might have.

* extract from the style guide

1/3
SOCIAL MEDIA

Since most of Deformup's marketing efforts are made in social platforms, it is very important that the visual identity of these reflect the brand's values, mission, and style.

Profile picture, banners, Instagram story templates and highlights cover have all one specific mission : convey the brand's message and attract attention.

Deformup Banner | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
Deformup Shape | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
Deformup Banner | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design

Instagram Highlights are a great marketing tool to express values, to showcase products, to show the behind the scene, and any other messaging aimed to connect with the audience via permanent Instagram stories.

Deformup uses them to show the brand's important aspects, that is why I designed a few extra covers for their Instagram account.

Moreover, we designed a set of Instagram Story background to be use for almost any type of story content in their account. These add a visual reminder of the brand, while increasing recognition.

Deformup Instagram Story Mockup | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
Deformup Instagram Story Mockup | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
Deformup Instagram Story Mockup | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
Deformup Instagram Story Mockup | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
Deformup Instagram Story Mockup | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
Deformup Instagram Story Mockup | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
Deformup Instagram Story Mockup | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design
Deformup Instagram Story Mockup | Logo | Graphic Designer | Branding | Visual Identity | Logo Design | Pays de Gex | Thoiry, France | Geneva | Andrea Fontanella | fontandrea.design