Thong Dinh shared a branding project and identity system for Locale, a Bangladesh' Building Management & Services brand, built by ISHO IKKO Inc. Its mission is to fill the gap between building participants, including (1) Renters, (2) Landlord, (3) Services. Their key product is an application.
The goal was to develop an identity system for Locale. This system should provide a modern mood about the app, and also, which is most important - the sharp discipline between the three roles of participants. It's a need that those roles are separated clearly, with shapes, colors, and typography.
I start with simple questions. So, what makes Locale become locale? Where is the thing that should exist between renters, landlords, services? Several sketches were drafted, some ideas were told. However, all it came to was the 'connection'.
After various sketches & drafts (which will be shown at the end), Thong Dinh decided to move forward and think differently. So, the connectivity is basically made by human - and be maintained by human also. The logo would show the way people connect, not strictly just by typography and icon mark. To much headaches, I adapt the rope rules with hand-drawing draft for this logo.
"If two people are, together, pulling a rope, a connection would be made." Handmade logo was crafted, then.
- Art Director: Thong Dinh
- Designer: Thong Dinh, Dieu Ly Nguyen
- Credit to Unsplash for presentation photos
- Client: Locale
- Year: 2021
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