Brand Identity

Objectives:
To create a bold, modern, and scalable brand identity system for Media-Graph and its sub-brands that reflects the company’s engineering precision, visual creativity, and reliability across print and digital applications.

Strategy & Execution:
To achieve it, I conducted a thorough analysis of the existing brand assets, identifying key areas for improvement and innovation. Through research, I included architectural and composition rules elements. Each logo was design around a cohesive grid to ensure consistency.

Results:
A unified and modern brand identity system that increased brand recognition across sub-divisions.

Former Logos

Background:
Media-Graph offers high-end visual communication and production services, operating multiple specialized divisions:

• TLS (Architectural LED products)
• Print & Display (Large-format visual production and signage)

Prior to the rebrand, each division lacked visual cohesion, creating inconsistencies across client touchpoints. The new visual system needed to unify the brand while allowing each sub-brand its own distinct voice.

Logo Creation

Design Philosophy
The primary logo was constructed using strict geometric proportions. This reflects the company's foundational values of precision engineering and design consistency across various mediums.

Structure & Protection Area

• A custom grid ensures spacing and balance across all implementations.
• Gotham font was selected and use across all brands

Sub-Brand Alignment
Sub-brand logos (e.g., Lightboxes, Print & Display) were constructed using the same design system as the parent logo, sharing typographic proportions, structural rhythm, and spacing standards.
This modular design system ensures:

• Instant brand recognition.
• Easy scalability for future divisions or products.
• Streamlined design and production for signage, print, and digital media.

Logo Rules

Design Philosophy
The primary logo was designed with different visual options to adapt to multiple use accross differen medium. I set up rules to avoid inconsistencies.

• A fixed clear space rule around the logo maintains its legibility and authority.
• Rules were defined to avoid rotating, distorting, or repositioning logo components.

Typography System

Typeface: Gotham
Chosen for its architectural roots and modernist balance, Gotham communicates strength and modernity.
Multiple weights were employed:
Gotham Book VA -100 for the main Media-Graph logo
Gotham Black & Light for sub-brands
“Originally inspired by mid-century New York architectural signage, Gotham’s generous spacing and high x-height make it both legible and commanding.”

Color Strategy

• ColorMeaning
• BlackAuthority, sophistication, security
• BlueTrust, dependability, strength
• GreyNeutrality, balance, calm

Secondary Palette

It includes vibrant accents (red, orange, green, teal) for:

• Social media
• Campaigns
• Print applications and callouts

Each colour was selected for its emotional resonance and functional value in directing user attention.