The beginning months of Craft Collective began with a concentration on branding. When we initiated this company, we envisioned a solutions design firm, positioned to take on any project from any industry that would come our way. However, we noticed an immediate need for identity concepts among our entrepreneurial peers, owners of small businesses and freelancers that we were meeting.
Naming
We decided to take this direction and needed a name that clearly communicated our ability and aptitude to brand them. After a few weeks of exploring every angle of the name: kitschy alliterations, literal interpretations and some non-sensible options—we got real and asked ourselves the very important question—what do we really do for our clients? The answer: we create solutions for their identity. Just then, it clicked—Solid. For domain name sake and the fact that “solid” is quite a basic word, we added the “design studio” to reflect our design services and the collaborative nature of a studio.
Logo
Now that we decided upon our name, we needed a logo or logotype that would effectively represent the main values of our company. Solid was contemporary, forward-thinking and minimalistic with a defining character of elegance that translates into our product. The result is a dynamic logotype, featuring a series of options and flexibility to be used in a variety of branding efforts:
The gradient of gray from light to dark creates a subtle definition of the word sol-id to convey the reason behind the name and the elements of the slogan: “creating solutions for your identity.”
The latter part of the logotype features thestandalone component, which can be used as a secondary logo or mark. This “id” closes the logotype form with the extended “d” while creating height and delicate movement. We wanted to incorporate a capturing illustration within the logo that could also stand on its own to communicate the brand. Thefingerprint was a clear choice as it universally defines one’s identity. The fingerprint can be used on its own or naturally as part of the “id” or logotype as a whole. It can be created into a variety of brand materials such as an ink stamp, sticker or a pattern that can be printed onto virtually anything.
Color
The logotype includes a pop of color—Solid’s color—a variation of Seafoam Green. Color is an integral part of an identity as it communicates emotion almost immediately. This color is one that speaks to both of us; calming, communicating a sense of cool joyfulness and intelligence.
Stationary
Even in the digital age, companies still need a stationary system to send tangibles. Solid’sstationary system is young, edgy and complements the logo. The front of the letterhead is minimalistic with a sheer fingerprint on the bottom right corner of the page. The reverse side of the letterhead is a full bleed of Solid’s color with the corresponding fingerprint positioned at the bottom right corner, strategically placed as the first thing to appear when the page is folded and inserted into an envelope.
Business Card
The business card is the most unique piece of the identity system. See the image below for a detailed explanation of the design. The final card was laser cut from chip board.