Desidero - Identity Redesign

Client: Desidero Ltd., London, UK
Assets: Logo, presentation template, modular elements

A London-based experience and service design company Desidero needed to refresh its entire visual identity after having a good but silent logo for previous 3 years.
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The goal here was to create a bold and unique identity for Desidero that would look modern, dynamic, a little more avant-garde than densely corporate and totally custom-made to fit client's brief. The new identity would be used mainly on the website and slide presentations.

The challenge was to satisfy the expectations completely and to create a set of visual assets to represent the verbal identity in client's mind. I was expected to form a dynamic wordmark, which was eventually achieved by two adjacent lines instead of single-stationary line. Furthermore, I cut the fat, rounded typeface (Sora Black it is) diagonally in the middle and two edges to have a clear contrast. Since Desidero is designing experiences and changes behavior of people, I formed a human-shaped letter "i" just in the center of brand.

With the help of strong relationship built on the initial point of this project, the entire process was smooth and effective in means of communication and design. After days and weeks of discovery, sketching/conceptualizing, digitally drawing, presenting the original ideas and revisions, we successfully hit the target and tailored the perfect identity together and I'm very proud to be a part of that.