This logo was going to be used on both light and dark backgrounds pretty equally. We call the light-on-dark-background version the “knockout” and humans perceive this version as feeling more bold. I created a special knockout version of this logo so it would appear to be the same boldness on any background colour.
The Cambio Earth Systems wordmark (later shortened to just “Cambio Earth”) needed some refinement to the shapes to look more cohesive and an alternate version for consistency when set in knockout.
Using a typeface is a great starting point for a wordmark but because typefaces are designed to work as a system, some letter combinations are not always cohesive enough for a wordmark. Even if we don’t modify the letterforms to have unique features, there is almost always opportunity to refine the shapes to work in a more harmonious way. Modifying the ‘rt’ shape helped them flow into each other a bit more and lengthening the right side of the ‘t’ made it more like the y tail.
This branding project was art directed and produced by Pendo Creative.
Final Project: cambioearth.com
