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Shen Zhen Allied Control System BRAND AND CORPORATE IDENTITY STUDY concept report


Main points common to all concepts - The brand and the logo (both szac and hoffman) have to refer to the idea of living in a comfortable environment - The SZACS and the Hoffmann’s logo are correlated each other: this is, eventually, to be used togheter in a coordinate way. We designed, for each case, a model of letterhead where both the logos can be displayed in a coordinated layout - The font defined, common to all the concepts is called “SARI”. The font is designed by Hans Reichel in the 1999. We found this font suitable for the idea of “comfortable living” as well as we found the style of font quite elegant and casual at the same time. - Simplicity, elegancy and fluency are goals that we tried to achieve

FONT OVERVIEW


CONCEPT 1

Shen Zhen Allied Control System

Hoffmann defining comfort


CONCEPT 1 Hoffmann’s thermostats measure and define the comfort conditions in a room, or in a space in general. This logo tends to represent that area of comfort. The comfort area is represented as round shape, instead of a orthogonal space. This kind of shapes refer to natural elements, like, for instance, certain kind of leaves. The logo/shape is common to the SZACS brand as well as for the Hoffmann’s brand. This allow to use both the brands together in a coordinated way. When used separately each brand maintains its strong identity.

color options: [12, 9, 10, 0] CMYK

Shen Zhen Allied Control System

Hoffmann defining comfort

[41, 3, 92, 0] CMYK

Hoffmann

stationery system

defining comfort

CONCEPT 1

Shen Zhen Allied Control System


shen zhen

CONCEPT 2

allied control system

designed for human comfort


CONCEPT 2 Concept n. 2 is based on the idea of discover the word “human” inside the brand “Hoffmann”. This is not only a literary trick but it represent the idea of combine “technology” and “humanity” and both this features are related to SZACS’s products. The SZACS’s logo is taken by the letter “o/u” in the Hoffman’s brand and its shape correspond to all the features described in concept n. 1

color options: [12, 9, 10, 0] CMYK

shen zhen allied control system

designed for human comfort

[41, 3, 92, 0] CMYK

shen zhen

stationery system

designed for human comfort

CONCEPT 2

allied control system


h

CONCEPT 3

s en z en

allied control system

hoffmann


CONCEPT 3 H is an “iconic” letter and its shape can be an elegant logo. Concept 3 is based on the graphic use of the letter H. The shape around the letter “H”, as in the previous concepts, is related to an area where precision (orthogonal angle) and comfort (rounded angle) are combined.

color options: [12, 9, 10, 0] CMYK

h h

s en z en

allied control system

hoffmann

[41, 3, 92, 0] CMYK

hoffmann stationery system

allied control system

CONCEPT 3

s en z en


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