The aim of the project was to create an slick and straightforward website design and logo mark which emphasises functionality and professionalism without appearing too corporate and lacking a human warmth. Erika from the start was interested in modernist design and was particularly drawn to geometric typefaces such as Futura. This graphic style is inherently is very functional and professional in it's aesthetic but in some cases can have a friendly approachable feel. 

 

The logo design is a simple logo-type set in the geometric typeface ‘Neutraface Bold’, but with stylised lowercase r’s. This line-and-dot lowercase r is reminiscent of Paul Renner’s early versions of Futura which also featured glyphs reduced to basic geometric elements. In this case the stylised logo-mark, in combination with a mid-tone orange hue, adds a ‘human warmth’ to the identity.

 

The website design is likewise very minimalist and modern and puts particular emphasis on functionality. The aim was to make the user experience straight forward wherever possible. The orange and grey colour scheme of the logo is also applied throughout the website which provides a professional but not sterile appearance.