Fenomentum Branding
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Branding & Logo Design
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Fenomentum Oy
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Event Production
A branding and visual identity design for an event production company in Finland
The client needed a basic branding package for their new event production company. They asked for a simple solution and timely delivery without too many extras. So we kept it fairly minimal.
I started out by researching about their business and mapping out both their own ideas about their services and also their positioning within the wider event production market in Finland.
During this process we came up with a new more meaningful name for the company and a couple of slogans and set a general framework and some guiding keywords for the upcoming brand to follow.
Then we moved on to the ideation phase and started brainstorming for the main design concept, which I captured in this thought cloud of different ideas and possible directions for their brand.
At the same time I also started looking around the internet and playing with the visual material the client had provided me for some inspiration and put together this moodboard to further hone in on the general vibe for the upcoming brand image.
Next I began selecting appropriate typography for the brand, which involved going through about a hundred different high quality typefaces in different variations and trying to find a match according to the brand principles agreed upon above until I was left with just a handful of them. Out of these we selected 5 that could work as the brand’s wordmark, each of which then received another round of exploration for potential directions.
Then I started brainstorming and sketching out different ideas for the brand’s icon. After having filled a few pages of those quick icon sketches I selected 6 of them and redraw them as vector logo marks. Then I created a few variations from each of them.
After selecting our favourites from these type treatments and icons, I combined them together in this next phase for another batch of logo variations, out of which we had to select the one and only for the final refinement.
Finally after some back and forth exchange of ideas we settled on this combination of icon and type next to each other, which I then adapted for different use case scenarios and came up with the final 12 logo variations in two languages and on different types of backgrounds.
By this point we had already a pretty good idea about the range of colors we wanted to adapt for the brand. What was left to do was to find the exact color matches in the Pantone color library and draw them up in this palette for any future reference.
Now we were really approaching the end of the project, so I put everything together and tried out a few layout ideas and principles like the one seen here.
I also made this pattern out of the new logo that could come in handy in the client’s future projects.
At the very end I rounded out the project by creating some mockups for final showcase and designed a basic brand style guide specifying the company’s new name, tagline, slogans, all logo versions, typography, colors, pattern and basic design principles for any future reference.
The final logo consists of four F characters after the company’s name, supporting one another with their backs at each other, built up block by block by these colored bits of information and action, coming together in this whole as an intricate but ultimately beautiful structure with multiple different parts, just like Fenomentum’s professionally organized bold, creative and phenomenal events, both physical and digital.
