Finding the Brand: I
While we had clients that needed our attention such as Aldi, Sparkasse, and many others; I had the opportunity to rebrand the Internet Agency that I was working for. During the research phase I broadened my search looking at different brands that were successful in the world of their industry as well as having intriguing user experiences. Simultaneously, I also held workshops zoning in on where the company wants to place themselves within the Munich and broader European internet agency market, held small in-house testing for anything like: the company name, logotype, user experience testing.
Finding the Brand: II
As we narrowed the down of search for what we wanted the agency to could be, there was one thing outside of work that stuck with me. I saw an interview with Karl Lagerfeld for the Chanel mid-season collection, where he discussed the timelessness of the brand. All of the fundamental elements of the brand like the use of pearls, certain fabrics, logo-mark, logo-type, etc. could be adapted to any vision he had.
With this idea in mind, I was on a mission to create a brand that can adapt through the different trends in the industry and still be cutting edge.
German lessons: there is a saying in Germany that translates something like "being of format" which basically means a minimalist lifestyle. This is where the name Format D comes from, living a life of minimalist, clean design.
Going back to basics was an intuitive step forward with Karl and new agency name on my side. I knew the logo had to be simple with a beautiful strong typeface that could stand on it's own. You can see both (full name or simply the FD) variations of the logo throughout the experience. Visually it was important to keep to design basics as well so the color scheme was based upon the CYMK color pallet and all iconography was meant to use the basic shapes of design, like: line, circle, square, rectangle, and triangle. From these basic elements we continuously expanded the brand to make it a full-bodied experience.