The developments leading on from the basic prototype stage conceptualised the ideas in a more refoned manor. Modernist and postmodernist subtleties were integrated into the designs to depict how both movements have relevance within 21st century modern design. These subtle nuances are then examined to further explore what roles they play alongside modern technology.
This first design abides strongly to modernist design aesthetics, the use of Helvetica stems from the need of a universal typeface within a globalized modern society. Its subtle kerning and word mark allow the design to be strongly differenciated against rivalling companies who may use the same typeface. The relationship with its symbolic brand mark also helps create a visual connection between the two. If the customer saw the brand mark, and then at a later date saw the word mark, they would be able to partner a visual relationship between the two. The colour scheme also helps to solidify thos relationship.
in this case, signfying colour theory was added into the designs to convey trust to the viewer. Blue has been solidified within society to represent trust and clarity, all the attributes which any corporation would want to be associated with. The two colour split is also conformative to modern rebrands, establishing itself within this visual trend.
The pie chart logo design signifys its relationship to the business industries, this relationship utilises semiotics to convey an indexical sign to the audience. By glancing at the brand identity, it communicates a physical connection towards banking, the managing of money, and reviewable finances. Its clarity and simplicity also determines how user friendly the product will be to the consumer. This adheres to the need for legible and uncluttered design within a modern technological society when attempting to relate to consumers from all age brackets.
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