The client is a Civil Engineer in Guatemala that needed help from the first step of the branding process, creating the name and giving it a visual representation. The chosen name was Estructural, which literally means “Structural” in English for two reasons: the first one being the need of simplicity in these times of over-saturated communication; and the client specializes in structural engineering.
Estructural, visually, is meant to represent a good grade of formality and solid work. Civil Engineering brands in Guatemala are often designed by the owner themselves without the help of graphic designers, this gives a very good opportunity to stand out from the boring visuals overused in the market.
The concept used is: BRICKS.
A simple concept that appeals to the idea of building from pieces, like building with blocks or bricks, and from the unity of those pieces a great building rises into the sky. The visuals of brick walls were the primary inspiration to the structure of the icon.
The main icon is formed by the repetition of the letter “E”. The reflected E’s unify themselves and form a protective shell to the main E, the main representation of the brand, and the whole set rises as a solid vertical structure to provide the idea of strength and formality. By the dynamic interaction between the E’s, the brand is perceived as interesting even though every element is rectangular.
The typography used is Interstate Bold, which only complements the solid structure of the whole visual.
The palette of colors reflects the formality with the shades of blue and provides a great contrast with a bright yellow to ensure that it doesn’t fall into any possibility of a boring visual. The owner is young and this combination of colors works great into unifying the two poles of an engineer: the solidity and the creativity.
Some applications of the brand in stationery.
