Deliverables

Logotype & Symbol
Brand Colors & Typography
Slogan
Design Manual

Project

Metroshop.sk

Client

PRENX s. r. o.

Country

Slovakia (EU)

Year

2019

Project Description

Metershop.sk is planned to become an ecommerce store selling precise measuring tools for professionals, especially in the science, engineering, manufacturing and hospitality industries.

The vision for the brand was very vague and the client has allowed us to use our imagination and professional experience to come up with ideas, which we embraced.

Target Audience

Hospitality
Engineering
Manufacturing
Handymen

Brand Symbol

For the main brand symbol, we wanted to use something simple, not too complicated, that would be easily recognized and also simple to use on various promotional materials.

The obvious symbol for an ecommerce store selling measuring tools is the measuring tape. We liked the idea of a few simple rectangles creating the entire symbol of the logotype, but we also played with various alternative forms of the final design. One of the proposed symbols was also inspired by a measuring compass.

Brand Typeface

For the typeface, we wanted to use a sans-serif font type that’s simple, sharp and looks similar to a type face from a drafting lettering template.

Our final choice was Roboto Bold, which we have aligned precisely with the bars of the measuring tape symbol of the logotype (see below).

Brand Colors

Since the begining of the project, our intention was to use blue as the main brand color. Measuring tools need to be precise and the professionals using them need to trust the brand to fulfill their expectations.

When we started playing with the idea of a measuring tape as the foundation of the logotype, a bright red color came to our mind and we haven’t looked back since. Bright red color has been used as an emphasis on measuring tools since the begining, mostly because it stands out the most. It is used on measuring tapes, thermometers and other types of analog measuring tools.

Blue color symbolizes trust, but red symbolizes confidence – confidence in providing tools that are of utmost quality while providing the best service possible. And at the end, that’s what builds trust with the customers.

White

#fff

Light Gray

#eaebec

Red

#e01d2d

Black

#000

Final Logotype

The final symbol is a set of 9 bars symbolizing a measuring tape.

The red dot below the letter M symbolizes a measuring point, while at the same time creating an exclamation point with the first letter of the typeface and the first bar of the symbol.

Logotype Variants

The logotype can be placed on white, black and red background color.

The colors of the elements of the logotype change depending on the background color as stated below. The colors can’t be interchanged.

Brand Typography

Roboto Black

Roboto Black is used for eye-catching headlines in web banners, advertisements and similar applications.

Roboto Regular

Roboto Regular is the default font type for regular texts, both in the print and on the web.

A B C D E F G H I J K L M N O P Q R S T U V

a b c d e f g h i j k l m n o p q r s t u v w x y z

A B C D E F G H I J K L M N O P Q R S T U V

a b c d e f g h i j k l m n o p q r s t u v w x y z

Web Banners

Style A – 2/3 Background Image

Web banners feature a background image of a product from a single category, a catchy “slogan” headline, a description stating the value proposition of that product category, a logotype and a call to action button inviting the visitor to click on the banner to be redirected to the offer.

Style B – Full Background Image

An alternate banner format featuring a full-width image background.

Branding Visualizations

Examples of how the branding would look like in real-life.

Project Reactions

Currently waiting for the client’s testimonial.

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