Building a New Brand
Visio Design launched a new brand identity in March 2021, concluding a project that had lasted over a year. This article opens up the stages of the process and the thinking behind it.
The original brand was designed in 2018 at the time of founding with a minimalist approach. After two years, the company persona had evolved into its own shape, so lead designer Eerik and I decided to reflect this more accurately in the branding.
The Core of Visio
At the core of Visio Design is visual communication. We share an interest in new innovations and a futuristic, bold, boundary-breaking approach. At the same time, our work is grounded in the craft of old masters and historical visual arts.
This oxymoron of neo-retro is visible in the logo, which is abstractly minimalist yet draws its symbolism from ancient stories. The logo features the primordial egg that brought life, the flame of Prometheus that sustains life, and the phoenix representing rebirth.
Designing the Brand Identity
Futuristic colors were chosen, with a dominant blue background and an accent color of a vibrant spring green. For typography, Halogen was selected as the heading font and Sen as the body text font, which complement each other in a clean and visually pleasing way.
The new brand aimed to honor the masters of history and spotlight visual art works that personally resonate with us. Additionally, glitch art-style imagery was used, serving as a sharp contrast to the timeless appeal of classic works.
Redesigning the Website
The redesigned website was built around dark mode. Comparative studies found that dark mode, especially on mobile devices, is less straining on the eyes and does not reflect sleep-disrupting blue light in the same way. The decision was bold, as many trust the familiar and safe black-and-white website. The result proved that the gamble paid off.
Several small moving and animated details were added to the pages. The challenge was finding the right balance between dynamic and static content – at most one moving element is in focus on screen at any given time.
The redesigned website contains many times more text content than the old version. Special attention was paid to search engine optimization in the text, which was reflected in a manifold increase in visitor numbers. An important element on the front page is the Deep Dive blog, aimed at offering expert, in-depth thoughts on the world of design.
Technology and Service Provider
The website was migrated to Seravo's WP service from the previous self-managed server. Maintenance and optimization had started taking too much time. Seravo's service was chosen specifically for its top-tier optimization and excellent security considerations.
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