Atlas |
Branding

Identity Program

Challenge:
Design a new logo and identity system to modernize, strengthen, and refine the brand using the company’s original logo mark as inspiration.
Solution:
We updated the illustration of the company’s nautilus shell mark by abstracting its logarithmic shapes, and paired it with logotype set in Hoefler & Co.’s Gotham typeface. The deep blue and steel grey palette was chosen to provide strength and refinement. Once the logo and color palette were finalized, we produced a comprehensive standards guide to provide instructions for the ongoing use of the identity elements, including stationery and digital presentation production.