The following project is that of my own corporate branding. I wanted to create an imagery that communicates my designs and personality immediately with my clients and create emotions at first glance. The elements it consists of are the font, one main character and the logo. Furthermore, the brand consists of the business card, letterhead, tote bag, stickers and envelope.

My corporate identity is based on the basic principles of my designs. Classic lines and forms, with a differentiation of a modern element. To render this, I used a character of the renaissance and specifically the “Portrait of a Young Lady” by Giovanni Battista Moroni. I also chose to use the work of an Italian painter because of the Latin root of my name.

At first the girl looks stern and unsmiling, while then the intimacy with the viewer makes her smile. I also used this as a means of self-sarcasm for my own character. The colours of identity, saturated puce and ochre, are also inspired by the Renaissance, an era where is now considered classical, but in fact has been radical in how the world has evolved. The motto that inspired the creative process is “Classic with a twist”, a motto that dictated the visual identity and characterises my designs. The font I used wanted to have a modern and bold character as opposed to the colour palette of the brand identity. Specifically, it is the Fiegel of the Laic Type Foundry, which is characterized by a special length in the letters which gives it uniqueness.

As for the element of the logo, I wanted it to have references to a monogram, which I consider a more modern coat of arms and restores the parallelism of the classical with the modern. Also if one notices the logo one will see that all the letters of my name (candia) are included.

From a visual perspective, it refers strongly to the female figure which dominates in the chosen logo. Overall I wanted the project to contain a warm, sarcastic and fun feeling and at the same time to visually translate my character and personality.