CLIENT - DESI DMS, 2020
GOAL - Create a Brand Guide
SUMMARY
DESI DMS was a dealer management system start-up company that enlisted my skills in branding to get their campaign off the ground. I began by drafting five logo concepts and worked closely with the CEO of DESI DMS to finalize a company logo and the brand identity, including colors and fonts. Their brand package also included a letterhead and business cards.
LOGO CONCEPT GALLERY
The challenge to this logo was visually conveying the DESI DMS business model as "digital" and "online." The five drafted concepts captured this in various ways, from digital triangles and fragmented squares to represent data to the pixelated "D" to the streamlined modern curves and gradients. Ultimately, we landed on the capital "D," comprised of four overlapping pieces but changed the color palette for the active and energetic "DESI" logo with punches of lime and a rich blue.
With the logo completed, the brand identity guidelines could be fashioned. The main colors of Sapphire, Blue, Digital Green, and Orange were finalized, and Montserrat was chosen as the font for the brand. The following are pages from the DESI DMS Visual Brand Guidelines.
BUSINESS CARDS & LETTERHEAD
DESI DMS requested letterhead and business card designs. For the letterhead, I echoed the logo in the design along the outer edge of the paper, creating an enticing graphic that sets DESI DMS's official letters apart from the stacks of incoming communication from other companies.
DESI DMS also wanted a way for their business cards to designate different branches of their company, so I broke apart the logo's colors (orange, green, and blue) and incorporated them into the design of the cards. While the graphic elements are repeated, the colors help identify different business lines within the company.
