Situation
UST Trading approached me with the goal of digitizing their logo, presenting an opportunity to elevate their entire brand identity. The client wanted a visual presence that was cohesive, professional, and adaptable across various applications.

Task
My responsibility was to redesign the logo, develop a comprehensive brand identity, select appropriate typography, and create detailed brand guidelines. The goal was to establish a recognizable, consistent, and modern visual identity that accurately communicated the brand’s values.

Action
I carefully separated the letter “U” to serve as a versatile submark, enhancing the logo’s adaptability across applications. I guided UST Trading in selecting a modern, functional sans serif typeface, FF DIN, to ensure cohesion across all visual communications. I crafted detailed brand identity guidelines to maintain consistency in every interaction. To refine the logo, I applied precise kerning techniques, adjusting the spacing between each letter to improve readability and achieve a balanced visual weight. I also designed a color palette combining three shades of gray with a vibrant orange and a carefully chosen blue accent, creating a modern, dynamic, and versatile visual language.

Result
The outcome was a polished, professional, and cohesive brand identity that strengthened UST Trading’s visual presence. The logo’s improved readability, versatile submark, and consistent brand application established a recognizable and memorable identity, effectively communicating the brand’s values. Additionally, the successful project generated new branding opportunities from other companies, expanding my client portfolio and demonstrating the impact of a strong, adaptable visual identity.

Expertise:

Branding, Corporate Identity, Art Direction, 3D Modeling, Color Theory, Typography Selection.

Tools:

Adobe Photoshop, Illustrator, InDesign, Cinema 4D,

Keywords:

Construction - Road Safety - Protection - Business - Equipment- Safety - Materials - Distribution