CLIENT

Tilt

DATE

2019

TEAM

Freelance

PROJECT

Branding

Tilt: Branding

OVERVIEW

Tilt is an ed-tech startup building a college guidance platform for students in under-resourced communities. This project focused on creating their first brand identity by identifying its core values and images with co-founders.

Tilt is founded by two co-founders from their belief that attending a college could be the best opportunity for anyone, especially those under-resourced students, to develop the capabilities to be economically and socially mobile. When they came to me, they recently figured out the name of the company/service. Their request was first to create a logo and help them subsequently on the web, print, and other materials to build and maintain the brand.

STAKEHOLDER INTERVIEW

Through in-depth interviews with the co-founders, three key considerations were identified for the firm's branding.

1

2

 

3

This service is for high school students, and teachers, schools, and local educational institutions will be the main customers

This will support Mobile, Web Services

Promotional direction - positive image, leave a strong impression of name

KEYWORDS

I set the following service directions through the interview with the client.

그 중, 서비스를 대표할 수 있는 키워드를 추출했다.

METAPHORS

Ladder,  Step, Box,  T-letter

I start visual identity work with deep research of brand metaphors and attributes. Tilt team has twelve main attributes to describe themselves. 

Collaborative work with Tilt’s team led me to four strong metaphors: ladder, step, box, and t-letter.

IDEATION

틸트는 서비스의 이미지를 보여주면서, 브랜드명의 인지를 높이기 위해, 심볼과 로고가 함께 있거나, 심볼릭한 로고타입으로 하는 것으로 결정했다.

새로 시작하는 서비스이기에, ‘틸트'라는 회사명과 서비스 내용을 로고에 어떻게 녹일 수 있을까 고민했다. 로고는 크게 4가지 타입이 있다.

 

첫번째, 심볼만 있는 경우

두번째, 로고타입만 있는 경우

세번째, 심볼과 로고타입이 함께 있는 경우

네번째, 앰블렘 형태 - 특정 도형 안에 로고와 심볼이 담긴 경우

​이 중에서 나는 틸트는 서비스의 이미지를 보여주면서, 브랜드명의 인지를 높이기 위해, 심볼과 로고가 함께 있거나, 심볼릭한 로고타입으로 하는 것으로 결정했다.

Tilt team decided to go with the step shape and t letter combination type. 

DESIGN
RESPONSIVE LOGOTYPE

I made 3 types of responsive logos for diverse screen sizes and uses.

With shrinking screen sizes and new channels for advertising, logos are no longer one size fits all. Shape-shifting logos can change in size, complexity or even color to accommodate and adapt to wherever they are placed.

COLOR SYSTEM
BACKGROUND USAGE
FONT SYSTEM

© 2019 Yeonkyung Kim