Verto
Brand Identity
Aman Alchokr:
Business Cards, Website & Social Media Design
Diana Garcia:
Logo Design, Color Choice, Design Research
Jonathan Sawyer:
Logo Concept, Wordmark Design,
Marketing & Editorial Design
This was a group project with the goal to create, from the ground up, a brand that was embracing the emerging technology of 4D Printing while also standing apart from any competition.
4D printing, also known as smart textiles, is the process of programming 3D printed objects to change form based on external stimuli such as temperature, gravity, light, moisture, and water flow. According to Hewlett Packard (HP), 4D printing is expected to be a $537 million industry by 2025.
The different forms that these 4D printed objects change into aren’t actually random and are calculated and programmed into the material using software.
Our group created a brand that uses the process of 4D printing to create apparel that would change its density based on temperature, becoming breathable in the summer and thermal in the winter.
Because the fashion industry is oversaturated with clothing lines, we thought what would make a brand stand out is to be against over-consumerism and greed, with a product that validates this belief rather than false promises.
The sketches below play off the brand’s mission statement and core values, as well as speak to process of smart textiles. The final logo concept that was chosen to move forward with used the simplified form for the initials of the brand while mimicking the expansion and contraction undergone by the 4D printed material.
Using the bold weight of the typeface Montserrat Alternates for the wordmark of the brand, we modified the width of both the R & T to better match the width of the other letters in the wordmark as well as make the shoulder of the R align with the crossbar of the T.
Yet, even with these modifications to the original typeface, the wordmark looked too angular when accompanied by the brandmark. In order for the wordmark to be cohesive with the brandmark, we used the V from the brandmark as the V in ‘Verto’. We then rounded all the other letters using the same circles used with the V.
The marketing of Verto is essential in order for our brand to be successful. It’s hard to convince people what to buy because of loyalty to a brand or style, especially when it comes to clothes. Yet the apparel that Verto makes doesn’t force the customer to break out of their comfort zone but merely innovate their current streetwear.
Using the methods of advertising such as billboards and magazine ads, we will have a central theme of unisex apparel and of course, adapting apparel. Along with these themes, our ‘Buy One, Give One’ campaign is an essential part of our brand and making it transparent is paramount to have the customers actually feel like they’re making a difference, rather than participating in a façade.
