Branding / Graphic Design
Branding / Graphic Design
Branding for a new generation crypto exchange. Ukrainian startup based in London.
Branding for a new generation crypto exchange. Ukrainian startup based in London.
Arkis
Arkis
2023
2023
This is a mood board approved by the client after discussing the brand strategy and positioning. The main impressions of the brand identified were: cyberpunk, Asgard (from Marvel), and a large and influential corporation.
During the process, it became clear that there is one frequently occurring element characteristic (and thus associatively linked) to the brand's associations - sequential horizontal lines. I took these as the basis for the logo and graphics. Additionally, for the logo, an A-like pyramid was used to hint at a large corporation and highlight the first letter of the name, which aids in brand name recall.
The simplest way to increase the recognizability of graphics is to limit them (by color, shape, style). For the Arkis brand, it was decided to use stripes and, through differences in thickness, to display minimalist but meaningful forms. Not literally, but in a way that allows the connection between the headline and the chosen form to be understood.
The colors also emphasize the previously chosen visual direction: the color of noble metal, neon blue, black, and white.
The icons have been simplified to schematic forms. This emphasizes the style of the rest of the graphics and is rarely seen nowadays, which contributes to better brand recognition.
