The making of the Gindza logo and corporate identity

Overview   Process  

The first idea we have is to make something constructivist, logical and simple.

Finally, an outlet for our avangardist inspiration that has been trying to come out for ages.

The slogan is born just as easily: “The first stone of your happiness.”

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The art director asks to put this aside and fantasize some more.

All right. What if we reverse it? Emotions, joy of buying the first apartment. What can be better and easier? It’s truly a dream.

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Another designer joins in.

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Art director: Think not just about the logo, but about the whole concept of the company.

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Art director: This style is about incredible difficulty and unthinkable obstacles.

Designer: We can use pictures to tell the story of comfort, coziness and all the expected bonuses. And the logo will display the typical set of items needed for a comfortable life.

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Art director: There might be something here, but right now this logo would better suit a furniture store.

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Art director: The knitted one reads “Gindea.”

Designer: About the price: 20% lower than market price.

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Art director: Using the percents is all right, but low price is not the only thing they offer, they are also about good houses and a new approach to real estate.

Designer: Maybe, a logo made of letters where each letter is a symbol of an advantage?

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Art director: Nope, it’s too complex and doesn’t really catch the eye.

Designer: Like, buying an apartment is as simple as buying a construction kit.

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Art director: It’s a second-rate logo for a toy store.

Designer: We can adapt the floor plan to different formats and use it to tell about the low price.

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Art director: The bag and the umbrella are cool, the rest is bland.

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Art director: Looks nice. Try to increase the captions, they’re too small right now.

Presenting the three concepts.

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The client chooses the one with enclosed space.

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Finalizing the identity and typesetting the style guide.

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