Design Group Exhibit
Project Type: Rebranding
Date: 2019
This project is a branding design for Design Group Exhibit. While working for the marketing company we found ourselves looking at a logo that was both unclear and unrecognizable.
Concept
The client had a desire to rebrand and start marketing for new clients. We ascertained the demographics were middle aged men and women directly in the tradeshow industry.
Sketches
The creation process began with the discovery process of creating a logo that offered a recognizable icon that represents Design Group.
The Process
My hope was to build a brand design which made the letters “DG” recognized at first glance. Brands like Gucci offered a mirror “G” and my design could not be mistaken for such.
The Resonating Colors
The color scheme desired needed to grab attention for the demographics of men and women aged 35 to 60 in the tradeshow industry. Upon research almost all of the leading companies most designs were blue and other cool colors, and the desire was to stand out in the crowd.
The Font Decisions
Choosing the typeface began with looking into all of the different sans serif options. The choice for Helvetica Bold and Helvetica Light offered a modern look with clean lines.
The Brand Redesigned
The desire was to rebrand in a way that made Design Group Exhibit instantly recognizable among competition. I first recreated their identity branding from a logo that was unrecognizable to an ambigram which looks the same when flipped upside down. This translated well to all of the trucks, shirts, and other marketing material.
Environmental Contact
