Eliezer Widislavsky

Brand Identity

The Project

Professional co-active coach, Eliezer Widislavsky, approached me for a new logo for his coaching business and a promotional flyer for a workshop.

Brand Identity

BRAND VALUES

The process began with requirements gathering sessions. I coached my client to drive out his company’s brand values and to summarise his offering. Eliezer’s focus was on helping people create the changes they need to live life to the fullest, with passion and excitement! Key words such freedom, fun and growth emerged from our sessions.

LOGO DESIGN PROCESS

I started sketching out ideas playing with the letterforms and abstract shapes. I had to be mindful of using my clients initials as placed together, they spelled “ew”. With a focus on the brand keywords of ‘fun’, ‘freedom’ and ‘growth’, I proceeded with looser, more fluid letterforms and experimented with natural leaf-like shapes.

LOGO exploration

I presented my client with a number of concepts, some of which went through a couple of revisions. He liked the abstract leaf mark and I proceeded with refining this.

Typography

The typeface I chose for the wordmark was Museo Moderno in Bold. This is a rounded slab font to bring in the ‘fun’ as well as ‘professional’ brand values. To make this unique, I modified the ‘I’ and ‘E’ for a modern feel. For the tagline, I selected a clear sans-serif font – Effra Regular.

LOGOMARK

The concept here is an abstract mark using the ‘E’ and ‘W’ of Eliezer Widislavsky’s initials as lowercase informal letters combined with a leaf. The leaf represents growth – a key brand value. The whole symbol is angled to suggest moving forward – Eliezer’s aim for his clients.

COLOUR PALETTE

The colours were inspired by nature, the freedom of clear skies, the sea and rich sunsets. The oranges represent excitement and fun and the blues, freedom and professionalism to reflect the brand values and my client’s personality.

Photos from Freepik and Unsplash.

LOGO PRESENTATION

The brand colours were then applied to the logo with dark and light versions which can be used on plain and photographic backgrounds.

LOGO SYSTEM

The logo was designed to be flexible:
stacked and horizontal versions created in colour and monochrome, with and without the tagline and also as text-only. The logomark can be used as a standalone symbol for the brand.