SAN DIEGO CIRCUIT BRANDING
DESIGN BRIEF
For this project, a co-founder of The San Diego Circuit came to me with the aim of revitalizing their company's brand identity. The San Diego Circuit operates as a service facilitating swift interlibrary book borrowing among participating libraries within the circuit, addressing instances where desired books are unavailable at one's home library or are already on loan. The old logo was dated and needed a fun and innovative refresh.
MY SOLUTION
My initial approach was aimed to create a sophisticated and refined logo that encompassed the brands missions; Collaboration, Innovation, and Making an Impact.
PROCESS
SKETCHES
My initial design process starts out with sketches. Circuits main concern was to create a brand identity that better represented their values. I found inspiration in electric and electrical circuits. Additionally, I created sketches that are more simplistic and modern.
TYPEFACE
After finalizing my logo mark, I knew I wanted to pair it with a simple san serif typeface that not only worked cohesively with the mark but also created a well-balanced design all together.
COLOR PALETTE
I decided to keep my color palette pretty neutral with two shades of blue, a deep purple, and a light beige. These colors allow for great balance and it pairs well with the new sophisticated look the brand was needing.
PROCESS
FLYER & BUSINESS CARD
The company has a major press conference coming up soon and requested a brief brand overview in the form of a flyer. With this I also created a business card that utilizes the secondary logo along with a simple yet profound pattern.
WEBSITE
For the web page, my primary objective was to highlight the core functionality of Circuit, notably emphasizing the prominence of the search bar. To achieve this, I strategically
incorporated subcategories into the main menu, facilitating easy navigation for Circuit users seeking specific information.
PIN
One specific deliverable that the company requested was a pin. The board currently has pins of the previous logo, but with the new brand refresh, I have created a new one. I decided to keep it bold and simple by only including the primary logo.