Finding an appropriate solution which is concentrated on the unique aspects of the entity your branding is usually the holy grail of identity design. The branding for a bank should ideally assure it’s customers that said bank is a reliable place to store their money. For an energy drink, you’d expect something with more playfulness and, well, energy, something that says “Yeah, you’re going to get a kick outta me!”. There are of course edge cases, perhaps you want your new bank to be friendly and approachable, a breath of fresh air from the stuffy corporate competitors? That’s achievable, but you still want to ensure people see you as a safe pair of hands, just a friendly safe pair.
This identity for the European Southern Observatory (ESO) which in shorts operates 3 telescope sites in Chile hits the nail right on the head. It’s smart and experimental, like its subject, and suitably the best stuff happens when it’s dark! Designed by Malwin Béla Hürkey I like pretty much everything, from the low-key colour palette of blacks and greys on lighter greys to the judicious use of Franklin Gothic, the confident use of tight margins on the brochure work and the wonderful final visual twist.
This falls into the “I wish I’d designed this” category!