Corporate Identity
bluu®
New corporate identity designed for bluu®
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Client
UP Solution & UMS
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Project Type
Graphic Design, Corporate Identity
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My Role
I created a corporate identity and conducted print-to-digital solutions.
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Team
Marketing Lead Philip Mun
Marketing Associate Marcus Gong
Junior Graphic Designer Haelee Lee -
Duration
6 Months
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Tool
Adobe Illustrator, Photoshop, InDesign, After Effects
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Format
Logo, flyer, letterhead, envelope, employee ID, business card, newspaper, banner, sticker, webpage
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Project Overview
As a graphic designer at bluu®, a leading integrated merchant services company formed through the merger of UMS and UP Solutions, I played a key role in shaping the company's visual identity. Specifically, I oversaw the development of the bluu® logo and collaborated with the marketing team to create a range of assets, including PR materials, UI design, and both stationary and outdoor signage. My contributions helped establish a cohesive and impactful brand presence across all company areas.
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Challenges
The project presented several challenges for bluu®'s corporate identity. Our objective was to convey a more contemporary, advanced, and professional ambiance than the logos employed by UMS and UP Solutions. However, during our work, we received feedback suggesting maintaining a similar logo and texture to avoid confusing customers already familiar with them.
I had to identify the company's brand strengths and determine what differentiates us from the competition.
Additionally, I collaborated with the IT team to design web and digital screen interfaces, marking my first joint venture with them.
Primary Typeface: Poppins
Using Poppins as the primary typeface at Bluu will communicate professionalism, increase readability, ensure brand consistency, and improve accessibility, all of which are essential for a financial service provider.
Secondary Typeface: Noto Sans
Utilizing Noto Sans as a secondary typeface can derive similar identities from the primary typeface. This free font is also available on various customer groups' devices, so it can be used to maintain the brand identity for consumers who find it challenging to use the primary font.
Logo Typeface: Electromagnetic Lungs
This typeface conveys a futuristic, high-tech look with its bold, angular, and geometric appearance. The font can reflect the corporate identity of bluu, especially if they want a modern and sharp impression.
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Solution & Result
We ensured that the logo symbol used by UMS was preserved along with the new wordmark to maintain a consistent corporate identity. In addition, the chosen font for the wordmark was "Electronical Lung" as it conveys a modern and high-tech vibe, while the blue color choice instills a sense of trust in customers, aligning with the company's name.
Upon analyzing the company's strengths, the marketing team and I identified versatility, innovation, and accessibility as key factors. bluu provides services in multiple languages, caters to businesses of all sizes with its range of machines, and imports cutting-edge technology from Korea to provide advanced solutions.
Collaborating with the IT team offered a valuable opportunity to assess my skills and identify areas for improvement in the dynamic graphic design market. While time constraints limited my ability to prioritize tasks, I dedicated personal time to enhancing my capabilities.
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Extension
With additional time, the marketing team and I could conduct more thorough research on the target audience and competitors, ensuring that the corporate identity is not only visually appealing but also resonates with the intended audience and stands out from competitors.
In addition, having more time could allow for more collaboration with the IT teams, which could lead to a more comprehensive and cohesive approach to website development. (This could potentially result in a stronger brand identity in the digital market, increased brand recognition, and improved customer trust and loyalty.)