The assignment was to re-imagine the Radii brand and represent a modern and sophisticated design aesthetic. The new designs would represent the brand values for fashion, innovation, quality and confidence
A radius is a straight line from the center of the circumference of a circle or sphere. Radii is the plural of radius, implying that there must be at least two. The symbol of two intersecting circles joined together with a joining line (creating a centerline), gives us the foundation for a "line of influence" that is woven throughout our entire marketing philosophy. " Define Yourself".
The creative director gave me the following breakdown for the new logo requirements. My solution for meeting these criteria is two overlapping circles that intersect creating multiple radiuses with a line of negative space joining the two. The “Line of expression” is at an angle to convey a defined uniqueness from the standard straight center line
Combining the elements established by the logo and color story I was able to create a form language that focuses on the “line of expression” aspect of the design. This could then be translated throughout all branding elements.