A healthcare technology startup based in South Africa reached out to us to help them build their corporate identity. The company name Faria, comes from the novel ‘The Count of Monte Cristo‘. The character named Abbé Faria in the story was wrongfully imprisoned and was the catalyst to enlightening Dantés (the story’s main character) by educating him inside the harsh prison they were both sentenced to. Near his death, Faria also shared with Dantés the location of a vast treasure. The connotation here speaks to the company’s core mission which is to enlighten and empower South Africans to take control of their livelihoods and health. The fire in the mark is representative of the ‘spreading of knowledge’ in the same way a spark grows to a flame and fire spreads, so too does knowledge.
Stylistically, the company sought an identity that exuded some of these adjectives: “Intelligent, Ingenious, Intuitive Innovation/Design“. We chose a strong and contemporary san-serif that scaled well for use on social media. The blacks in the full-color logotype are all warmed up with magenta and yellow to enhance the unification of the mark with the type.
The logo was built so that the mark can be used as a standalone representation of the brand. The flame is also purposefully styled to look like the letter “F” which reinforces the brand name in the absence of the type.
Corporate identity packages with CEED Creative always include stationery and a style guide. This particular package included a brand-starter ‘cheat sheet’ which will help the client maintain cohesion and proper use of their logo in the most immediate time frame while they grow their business. This helps the company look more professional, trustworthy and reputable.
Let us help you grow your business, by design. CEED Creative provides brand consulting and a wide array of creative and development services including websites and mobile apps! websites and mobile apps!
