The objectives of this study were the styling and updating of the ADP trademark. Currently the brand has established itself in a high site at a local level, but some weaknesses were identified from the graphics and application. Without losing its personality and initial identity, we worked on improving the following:
Isotype: We worked on the simplification of the general features, helping the brand to look more clearly and pregnant. We chose purest forms and we eliminate irregular endings that were generating visual noise. The, we improved the articulation of the different elements assisting the formation of a mark image with features for enabling the application to one or more inks.
Typography: When we worked on initials of the company, we used a typeface with softer features to complement and optical adjustments, in order to improve the relationship termination of one letter to the other and all of them the isotype.
Brand structure: We worked on the systematization of the relationship between isotype and logo. We searched for options to use the mark in different sizes and proportions without losing the identity character, always achieving an optimal reading of all its components. The horizontal line version, we chose the traditional armed isotype left because compared with the alternative reverse articulation is best.
Colour: The colour palette is reduced based on two objectives. On one hand the economic, allowing the brand to be printed in 2 colours without losing the institutional identity. On the other hand strengthen the institutional green as the colour chosen.