Alloyfish brand development. {Part 2}

The form of a fish was stripped down to create a simple geometric form based on three dissected squares. The different parts and colours satisfy the requirement for the likeness different parts to make up an alloy.

The following image shows the basic transition from concept ideas towards the final graphic.

Upon feeling reasonably happy with the general concept, variants of the theme were looked in to.  The colours were to give us a colour palette for much of our literature and brand identity. The colours were designed to be bright, colourful and optimistic. By using the blue at both ends it gives the fish a strong structure and allows striped centre to use softer colours.

By using vibrant colours it gives life to a very geometric and non-organic form. We worked with extensive image/mood boards in the decision making process to generate the look and feel of the brand colours.



We decided that the more abstract and geometric design would be more appropriate; much of what we do involves analytics, algorithms and mathematics, often working with great complexity behind the scenes on seemingly simple designs. We decided that the shape should have a variety of mathematical rules for its construction.

The concept of technical precision without compromising aesthetics underlying the foundation of the logo design is something that echos the ideas our company is founded on.

Below is the set of geometric rules which allow the formulaic creation of Alloyfish.




Alloyfish can be modified in order to create different shapes, which again gives the brand flexibility and a great deal of potential for various applications.

The basic rules here are that the fish head and tail remains the same, but the lengths of the body sections can change in regards to length only. Unless necessary to change (see Alloyfish as angel), the spacing between sections is kept as

Typography

The word Alloyfish is written in Elementary SF, but the has been softened to help bring it in-line with the look and feel we wanted from the typographic part of the logo.

Elementary SF gives a feel of simplicity and soft honesty which speaks well for our company and what we want to provide our customers.

The text and the fish can be broken up and used in different ways. The fish being quite recognisable and when previously exposed to the brand a few times it speaks the words as, after all, it is Alloyfish.

The colour off the text is off-black in order to soften the final image and bring balance between the text and the fish.