VK Leading Light
The visual language assigned to this brand, through the process of rebranding, is based on elements reflecting, mirroring and refracting light. These create numerous layouts, that protrude and intersect the calm and pure typographic forms used, while abruptly interrupting their continuity; reconstructing new forms and shapes.
The typeface used is Beau Sans Pro by Parachute Typefoundry, and next to the company’s new brand name and supporting line: “VK Leading Light Since 1978”, its profile, and all copy-writing material is greatly supported by this font.
“ What matters; the journey or the destination? You see, it all depends on the way the path is lit. In every place and wherever we may be, everything we light up is part of our hearts. After leading the light for 40 odd years, the bright partnerships and life-long relationships created, constitute our greatest achievements ”.
The scope of work spans the entire brand identity redesign, including the company’s logotype, verbal branding, product illustration, packaging, signage, product catalogue layout design, website layout design, social media content, printed and digital campaigns, plus many more.
The semiology of light, shadow and type is applied everywhere, from logo to packaging; to reveal different forms and shapes, that would otherwise not be visible. The “artificial” or “natural” light applied, hides some geometric figures, while revealing others, crafting completely different and shifting ones.