KONTROL REBRAND
> INITIAL CONCEPTS > REVISED CONCEPTS
Initial concepts
CONCEPT 1
TRANSFERS OUT. RETURNS IN.
In this concept, I wanted to capture the speed of transfers conveyed with arrows and a simple flat design. One arrow goes out to demonstrate money going out in the form of payments and one arrow comes back highlighting the returns/ rebate program. That second arrow represents the money businesses aren’t getting, the cost savings as the “powerful returns” is a great differentiating message. The money/ check/ paper/ time is gone as everything is virtual with Kontrol. The icons would be very very simple monoline style and the color palette adds interest to the simple graphics. The arrows themselves would be branding elements and could be patterns, used to highlight buttons or key phrases, etc.
CONCEPT 2
SENT. RECEIVED. SECURE.
In this concept, I used the right side of the “K” with arms stretching up and down to symbolize two directions of payments. Securely sent of course. I used the negative space in the “n” to reflect this security message. I don’t like to have multiple “tricks” in a logo, but this was so simple and integrates well with the custom type treatment. I used a blue gradient as the primary colors, though I would provide single color versions as well for production purposes in cases where gradation could prove problematic. The color palette also uses a green to blue gradient for interest and could be used in overlaying photos as well. The curves from our “K” letterforms can also be seen in the transition of colors and corners of icons, buttons, etc.
CONCEPT 3
SPEED & AGILITY
Virtual payments, time savings, the easy integration of the tech platform itself all scream “SPEED.” While working on concepts, I kept coming back to the cheetah for a few reasons: 1. They are fast, duh 2. Everyone has their own unique spotted pattern, like fingerprints (reflective of the safer, single use virtual cards different for every transaction) 3. It could be memorable in branding as we would have a theme to play off of (not in your face with images, but with simple graphics that relate). I chose to use three spots as I know you mentioned the internal “triple bottom line” (profitable, social impact, treasuring employees message) and three external benefits of 1. Cost Savings 2. Powerful Returns 3. Security. I think this color scheme could lend itself to some illustration use, slightly more complex icon work and would work well with the spots for background graphics or even housing photos.
CONCEPT 4
SIMPLE. SIMPLE. SIMPLE.
The last concept is a very simple small serif word mark. Many current tech logos are simple, clean word marks (zoom, venmo, etc.) and I think a bit of customized type can be a really clean look. I did some customizing to the angles of the letterform tops and raised the bar of the “t” for some visual interest. The “r” nestles underneath and I think the “t” bar being raised is reflective of how Kontrol can impact businesses by bringing them to a new level of efficiency. Since the word mark itself feels a little more corporate, I thought the branding could be a bit more playful with various shapes and colors adding some visual flavor.
