To begin with we didn’t have a brand standards manual. We had a logo that included a logotype, a color scheme, and a few examples of implementation, but nothing that showed a consistent cohesive identity system. As we brainstormed ideas, drafted sketches and figured out what would work, we realized this was an opportunity to create something new, relevant and cohesive for our company.
First, we examined what already existed. The logo represented a camera lens, which only directly related to one of the services we offer. The logo was also trapped in a box, without a stand-alone mark or logotype. Plus, the logotype wasn’t legible when scaled down. In the end, the only implementation of our brand was 
our actual logo. We had certain colors and photographs that were consistent in all of our deliverables but nothing that truly branded Contrast Creative.
We were challenged to create a fresh identity system. The two most recognizable and important elements related to this are color and shape. We developed our color palette based off of the blue hue found in our original logo and chose five shades that represent five services we provide our clients. Because most of our collateral incorporated red, we decided to use red as our pop color.
Once we determined our primary color 
combinations, we shifted our attention to the logo shape. We chose not to abandon our base, but to build upon it by focusing on the aperture of a camera lens. The aperture is depicted with multiple blades in an opening and closing motion. I quickly decided I wanted to try to create a shape based off of this principle, and so I began sketching and designing. My research concentrated on depictions and diagrams of the camera lens and, ultimately, led to our inclusion of aperture. The approach merged seamlessly with the expansion of our color palette. The mark now stands on its own and says Contrast Creative without having to spell it out.
Next, we designed our new logotype, logo variations, patterns, and much more to create our new standards manual. As a team, we decided to go forth with the re-brand, which ultimately meant new print materials and, yes, a new website. Finally, we are proud and excited to introduce our re-brand to you!