Creating a Brand Narrative
The branding process began with a deep dive into the significance of the term "apertured," derived from "aperture," the adjustable lens opening that controls the light entering a camera. This connection highlighted the vital role that lighting plays in photography and film, establishing a strong foundation for the brand narrative.
Concept Development: Collaboratively brainstormed and refined logo concepts that reflect the brand's mission.
User Acceptance Testing: Engaged a targeted user group to gather insights and feedback on logo clarity and appeal, ensuring that the final design resonated with the intended audience.
Logo Design Refinement: Iterated on the initial concepts based on user feedback to enhance overall effectiveness, memorability, and emotional connection with the audience.
Logo Concepts Developed:
Concept One: A celestial arrangement of six lights, symbolizing the key qualities of lighting: Color, Brightness, Diffuse, Direction, Specular, and Contrast. This design emphasized Apertured's commitment to universal storytelling, reflecting its mission to enhance visual narratives through innovative lighting solutions.
Concept Two: A dynamic logo featuring a light flash emanating from the letter "P," illuminating the letters "e," "r," and "T," collectively forming the word "Perfect." This concept visually illustrated the aspiration for achieving cinematic excellence through superior lighting.
Concept Three: An artistic interpretation of the letter "A," shaped like a softbox, which confines and directs light. Two elevated shapes symbolize wide distribution, reinforcing Apertured's promise of illuminating every scene.
Color Selection : Choosing Colors That Resonate
The process of selecting brand colors involved a deep exploration of the emotional and psychological effects of different hues, particularly in the context of lighting and visual storytelling. We drew inspiration from the VIBGYOR spectrum, ultimately selecting Indigo (#410093) as the primary brand color. This deep hue evokes the depth of the night sky, symbolizing power, dignity, and reflection—qualities that align perfectly with the brand's identity.
Color Palette Development: Curated a color palette that aligns with the brand’s identity and values, ensuring it was suitable for a wide range of applications, from digital to print media.
Gradient Exploration: Experimented with gradient applications to enhance the brand's visual identity, providing a modern touch that appeals to contemporary audiences. Gradients were strategically used to evoke emotional responses and add depth to the visual representation of the brand.
Brand Identity Development
Transforming Concepts into Reality
The brand identity development process focused on integrating the brand’s vision into every aspect of its identity, from the logo to marketing materials. We aimed to create a positive emotional connection between Apertured and its audience, ensuring that every touchpoint with the brand resonated with its core message.
Comprehensive Communication Strategy: Developed a communication strategy that articulated Apertured's mission and values, ensuring consistency across all platforms and materials.
Client Collaboration: Maintained open communication with the client throughout the design process, ensuring alignment with world-class design standards. This collaborative approach fostered creativity and ensured that the final brand identity was a true reflection of Apertured's essence.
