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Clever Tech
Stuff logo development
Creating a visual identity for a B2B audio visual sales and installation company
Background​​
My client, a B2B audio visual solutions specialist, was setting up a subsidiary company selling innovative solutions and products to serve organisations within the construction, higher education, government, architecture and corporate sectors. They had chosen the name Clever Tech Stuff to emphasise that their solutions were an intelligent choice, where the 'technical stuff' was being taken care of by experts. They also liked that the company's abbreviation, CTS, was same acronym as Avixa's Technology Specialist Certification, an award available to professionals with advanced audio visual skills and knowledge.
Brief​​
Help us create a logo and visual identity for our new brand, Clever Tech Stuff (CTS) that reflects CTS's mission to bring game-changing audio visual products to professionals and businesses across a range of sectors, enabling clever companies to implement beneficial technology seamlessly.
Rationale
The logo consists of three overlapping cylinders, each representing a word in the company's name and proposition. I made the cylinders semi-transparent and interconnected to convey a sense of synergy within the business, helping instil trust in customers that all aspects of their needs would be carefully considered and balanced (important for AV installations as there are typically many interrelated factors such as financial, social, aesthetic, practical, technological and so on, to consider). ​​​​​
The finished logo
Bright complimentary colours have been used to reflect the brand's playful name and convey their jolly, enthusiastic and dedicated approach to audio visual services. A large part of CTS's business is focused on edutainment broadcasting products, so I felt that these colourful hues reflected that tone well.
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Blue was chosen to connote a sense of trust and security, green represents growth and energy, whilst red indicates the speed and efficiency of CTS's services.​ The rounded edges of the cylinders and typeface suggest a gentle, bespoke approach to clients' projects and needs.​​​​
Basic logo guidelines
The logo shape tessellates and stacks, meaning that it can be repurposed to convey the brand identity across marketing materials, such as newsletter banner heads, social media posts and website content.
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Newsletter header example
Logo idea development, exploring different colourways and interconnected shapes